Does Promise of Recognition Encourage Philanthropy?

A study led by Assistant Professor of Marketing Karen Winterich looked into how the promise of recognition interacts with one’s moral identity to predict philanthropic deeds.

Findings revealed that recognition is only necessary as a motivational tool in a certain demographic. According to the researchers, moral identity is described as “the mental representation of one’s moral character,” and it has two dimensions: the private and the public.

via Does the promise of recognition really prompt good deeds? | Medical Xpress