Moral Identity via Charitable Donations

What it measures

Does giving to charity make someone feel more like the ethical person they aspire to be? Five items probe that link.

Response Format

5-point Likert (1=strongly disagree, 5=strongly agree)

Representative items

• Making a charitable donation helps me reach my moral ideals.
• Making a charitable donation makes me feel more moral.
• Making a charitable donation is an important part of what it means to be a moral person for me.
• Making a charitable donation is central to my sense of being a moral person.
• Making a charitable donation is a reflection of me becoming more moral.

Citation

Shang, J., Reed, A., Sargeant, A., & Carpenter, K. (2020). Marketplace Donations: The Role of Moral Identity Discrepancy and Gender. Journal of Marketing Research, 57(2), 375–393.

Keywords