I don’t want the money, I just want your time: how moral identity overcomes the aversion to giving time to pro-social causes

Four studies show that moral identity reduces people’s aversion to giving time—particularly as the psychological costs of doing so increase. In Study 1, we demonstrate that even when the cost of time and money are held equivalent, a moral cue enhances the expected self-expressivity of giving time—especially when it is given to a moral cause. We found that a moral cue reduces time aversion even when giving time was perceived to be unpleasant (Study 2), or when the time to be given was otherwise seen to be scarce (Study 3). Study 4 builds on these studies by examining actual giving while accounting for the real costs of time. In this study, we found that the chronic salience of moral identity serves as a buffer to time aversion, specifically as giving time becomes increasingly costly. These findings are discussed in terms of the time-versus-money literature and the identity literature. We also discuss policy implications for prosocial cause initiatives. (PsycINFO Database Record (c) 2015 APA, all rights reserved

The Impact of Cultural Symbols and Spokesperson Identity on Attitudes and Intentions

In today’s multicultural societies, ethnic targeting is increasingly important for marketing. Two main approaches to target ethnic minorities have emerged: messaging consumers when their ethnic identity is most salient, and featuring spokespeople who have the same heritage as the target. We conduct replications of two articles representative of these research streams: Forehand and Deshpandé (2001) and Deshpandé and Stayman (1994). Our findings identify generational status as an important boundary condition for these ethnic targeting strategies

A Multiple Pathway Anchoring and Adjustment (MPAA) Model of Attitude Generation and Recruitment

The Multiple Pathway Anchoring and Adjustment (MPAA) model integrates prior research on attitude formation, accessibility, strength, and attitude-behavior relationships and responds to key challenges to the traditional view of attitudes as enduring predispositions that guide behavior. The MPAA model emphasizes multiple pathways to attitude formation, including outside-in (object-centered) and inside-out (person-centered) pathways. The model also provides a nonoverlapping cognitions rationale for the coexistence of competing attitudes. The MPAA model introduces two subjective assessment criteria (representational and functional sufficiency) to explain how an anchoring and adjustment process functions to permit attitudes to guide behavior. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

Commentary--When Is Less More, and How Much More? Thoughts on the Psychological and Economic Implications of Online Targeting and Obtrusiveness

In a very intriguing and groundbreaking study, Goldfarb and Tucker [Goldfarb, A., C. Tucker. 2011. Online display advertising: Targeting and obtrusiveness. Marketing Sci. 30(3) 389-404] show that online advertising targeting and obtrusiveness boost purchase intent independently, but not jointly. The authors rule out recall as an explanatory mechanism and provide preliminary evidence that the effect may be driven by privacy concerns. We comment on the substantive importance of this finding by discussing the psychological and economic implications of the effect.online advertising, Internet targeting, pop-up ads, obtrusiveness, reactance, privacy