How Political Identity and Charity Positioning Increase Donations: Insights from Moral Foundations Theory

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Charities Can Increase the Effectiveness of Donation Appeals by Using a Morally Congruent Positive Emotion (2019, background): “A nascent stream of literature has begun to examine how the moral domains can be leveraged to increase advertising effectiveness and influence consumer preferences (e.g., Goenka and Thomas 2019; Kaikati et al. 2017; Kidwell et al. 2013; Winterich et al. 2012).”
I'm Moral, but I Won't Help You: The Distinct Roles of Empathy and Justice in Donations (2014, background): “…extent to which moral traits (e.g., fair, just, kind, compassionate) are experienced as a central part of one's overall self-concept (Aquino et al. 2009; Aquino and Reed 2002)—to be a strong predictor of charitable giving (Reed and Aquino 2003; Reed et al. 2007; Winterich et al. 2012, 2013).”
Better or Different? How Political Ideology Shapes Preferences for Differentiation in the Social Hierarchy (2018, background): “…differences have recently been reported in certain consumer behaviors including variety seeking (Fernandes and Mandel 2014), brand choices in supermarkets (Khan et al. 2013), recycling (Kidwell et al. 2013), donation (Winterich et al. 2012), and movie preferences (Roos and Shachar 2014).”