Donating to charitable causes is generally perceived as a moral, prosocial behavior, but this may not always be the case. Although moral identity tends to have a positive effect on prosocial behavior, moral identity does not unconditionally enhance charitable giving. Moral identity decreases donations when recipients are responsible for their plight. Empathy and justice underlie these effects such that moral identity increases donations for recipients with low plight responsibility through increased empathy, but moral identity decreases donations to recipients with high plight responsibility due to perceptions of justice. Importantly, donations to recipients who are responsible for their plight can be enhanced when donor immorality is made salient, evoking empathy for recipients, particularly among donors with high moral identity. This article makes theoretical contributions in addition to providing implications for nonprofit organizations whose recipients may be perceived as responsible for their plight.

Nostalgia has a strong presence in the marketing of goods and services. The current research asked whether its effectiveness is driven by its weakening of the desire for money. Feeling nostalgic decreased consumer desire for money. Using multiple operationalizations of desire for money, nostalgia (vs. neutral) condition consumers were willing to pay more for products, parted with more money but not more time, valued money less, were willing to put less effort into obtaining money, and drew smaller coins. Nostalgia's weakening of the desire for money was due to its capacity to foster social connectedness. Implications for price sensitivity, willingness to pay, consumer spending, and donation behavior are discussed. Nostalgia may be so commonly used in marketing because it encourages consumers to part with their money.

This research examines how incidental pride may increase consumer tendency to seek uniqueness, depending on how they attribute the pride-inducing experience. Specifically, consumers who attribute their felt pride to personal traits (hubristic pride) are more likely to prefer unique options in unrelated situations, compared to those who attribute pride to effort (authentic pride). This effect is driven by a heightened need for uniqueness. Importantly, consumer lay theories of achievement determine these contrasting attributions: consumers who hold an entity (vs. incremental) theory tend to attribute their felt pride to their traits (vs. efforts), and this motivates them to seek uniqueness. Consumers who feel proud due to effort, but believe the effort was special to themselves, seek similarly high levels of uniqueness as those who attribute pride to their traits -- which demonstrates further evidence for the proposed process. Implications and possible extensions are discussed.