소비자의 도덕적 정체성이 기부의도에 미치는 효과

Abstract

Donations to large numbers of victims are typically muted relative to donations to a single identified victim. This article shows that people can donate more to large numbers of victims if these victims are perceived as entitatative-comprising a single, cogerent unit. Different from the past studies, in this study we want to postulate interaction between moral-identity and entitativity. Also, we will perspective the expression of message influence on donation intention. More specifically, expression of message like number(person) is more influence to donor's donation intention than expression of message like rate(%). The result of our report, people of high moral identity can donate low, when they perceive low entitativity.