Charities, Connections, and Costs: Why and When Moral Identity Triggers Preferences to Donate Time versus Money

In this article, we propose that motivation to connect with others is a key driver of the effect of moral identity on preference for giving time rather than money. This identity-based motivation (Oyserman 2007) is expected to have its strongest effect when time is costly or psychologically unpleasant to give. When time is relatively costless to give (e.g., when time is abundant), or when giving is relatively pleasant, virtually anyone should be willing to give it. However, when giving time is relatively scarce or unpleasant, consumers are likely to need an additional impetus such as moral identity to motivate them to give time rather than money. Moreover, the effect of activated moral identity on preference for giving time should be strongest for those who are high in trait-based moral identity, since their moral self possesses a higher activation potential (Reed et al. 2009).