Featured Research

from universities, journals, and other organizations

Are Women More Generous? New Study Sheds Light On Donation Behavior

Date:
February 25, 2009
Source:
University of Chicago Press Journals
Summary:
Why would women give more to the victims of Hurricane Katrina than to the victims of the Indian Ocean tsunami? A new study sheds light onto the way gender and moral identity affect donations.

New research sheds light onto the way gender and moral identity affect donations.
Credit: iStockphoto/Andrew Parfenov

Why would women give more to the victims of Hurricane Katrina than to the victims of the Indian Ocean tsunami? A new study in the Journal of Consumer Research sheds light onto the way gender and moral identity affect donations.

Related Articles


Authors Karen Page Winterich (Texas A&M University), Vikas Mittal (Rice University), and William T. Ross, Jr. (Pennsylvania State University) focused their research on how people choose among charities. With so many worthy charities soliciting donations, the researchers wanted to understand how people make these critical decisions.

"We gave people in the United States $5 that they could allocate to Hurricane Katrina victims, Indian Ocean tsunami victims, or themselves," explain the authors. "On average, people kept $1.10 for themselves and donated the rest. However, the actual amount donated to each charity depended on people's gender and moral identity."

The authors described moral identity as the extent to which being moral, fair, and just is part of someone's self-identity. Gender identity (which generally correlates with biological sex) is defined by how much a person focuses on communal goals, like considering the welfare of others (considered "feminine") versus "agentic" goals, like assertiveness, control, and focus on the self (considered "masculine").

During the experiments, the researchers found that participants with a feminine gender identity who placed a high importance on being moral gave equally to hurricane and tsunami victims. Participants with a masculine gender identity who valued morality gave more to Katrina victims than tsunami victims.

"These findings suggest that donations are not simply driven by cause-worthiness. Rather they may be driven by the extent of overlap people see between themselves and the donation recipient," the authors explain. "For example, we also examined donations to victims of terrorist attacks. We found that women saw overlap between themselves and victims of terrorism in both London and Iraq. Men only saw overlap between themselves and London terrorist victims."

Organizations and donors would benefit by understanding these donation patterns, the authors conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Karen Page Winterich, Vikas Mittal, and William T. Ross, Jr. Donation Behavior toward In-Groups and Out-Groups: The Role of Gender and Moral Identity. Journal of Consumer Research, 2009; 090108143206068 DOI: 10.1086/596720

Cite This Page:

University of Chicago Press Journals. "Are Women More Generous? New Study Sheds Light On Donation Behavior." ScienceDaily. ScienceDaily, 25 February 2009. <www.sciencedaily.com/releases/2009/02/090223221606.htm>.
University of Chicago Press Journals. (2009, February 25). Are Women More Generous? New Study Sheds Light On Donation Behavior. ScienceDaily. Retrieved April 18, 2015 from www.sciencedaily.com/releases/2009/02/090223221606.htm
University of Chicago Press Journals. "Are Women More Generous? New Study Sheds Light On Donation Behavior." ScienceDaily. www.sciencedaily.com/releases/2009/02/090223221606.htm (accessed April 18, 2015).

Share This


More From ScienceDaily



More Mind & Brain News

Saturday, April 18, 2015

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Our Love Of Puppy Dog Eyes Explained By Science

Our Love Of Puppy Dog Eyes Explained By Science

Newsy (Apr. 17, 2015) Researchers found a spike in oxytocin occurs in both humans and dogs when they gaze into each other&apos;s eyes. Video provided by Newsy
Powered by NewsLook.com
Scientists Find Link Between Gestational Diabetes And Autism

Scientists Find Link Between Gestational Diabetes And Autism

Newsy (Apr. 17, 2015) Researchers who analyzed data from over 300,000 kids and their mothers say they&apos;ve found a link between gestational diabetes and autism. Video provided by Newsy
Powered by NewsLook.com
Video Messages Help Reassure Dementia Patients

Video Messages Help Reassure Dementia Patients

AP (Apr. 17, 2015) Family members are prerecording messages as part of a unique pilot program at the Hebrew Home in New York. The videos are trying to help victims of Alzheimer&apos;s disease and other forms of dementia break through the morning fog of forgetfulness. (April 17) Video provided by AP
Powered by NewsLook.com
Common Pain Reliever Might Dull Your Emotions

Common Pain Reliever Might Dull Your Emotions

Newsy (Apr. 16, 2015) Each week, millions of Americans take acetaminophen to dull minor aches and pains. Now researchers say it might blunt life&apos;s highs and lows, too. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins