Why do people give to others? One principal driver involves one's identity: who one is and how they view themselves. The degree to which identities are malleable, involve a readiness to act, and help make sense of the world have significant implications determining whether and how much people give. Drawing on the Identity‐Based Motivation model (IBM; Oyserman, D. (2009). Identity‐based motivation: Implications for action‐readiness, procedural‐readiness, and consumer behavior. Journal of Consumer Psychology, 19.), we provide a tripartite framework to help advance the research on the psychology of giving.
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Aaker et al. (2009) studied this question.
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