Conforming conservatives: How salient social identities can increase donations
Abstract
This research considers how common perceptions of liberals' generosity can be harnessed for increasing donations. Given conservatives' greater tendency to conform to group norms than liberals, we theorize that conformity tendencies can increase donations by conservatives when accountable to a liberal audience who share a salient identity. Specifically, conservatives donate more when they are accountable to a liberal audience with whom they have...
Paper Details
Title
Conforming conservatives: How salient social identities can increase donations
Published Date
Jun 8, 2017
Volume
27
Issue
4
Pages
422 - 434
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