How Fundraisers Solve Moral Dilemmas: The Role of Implicit Moral Identity, Moral Emotions and Moral Intuition

Abstract

This study explores the mediating affect of moral emotions on the relationship of implicit moral identity and moral intuition amongst fundraisers. The existing literature highlights the importance of ethical fundraising, as evidenced by criticism in the media (Hill, 2019). In many cases, fundraisers must make moral decisions under intense time pressure. These situations require quick, on-the-spot decisions, which often comes from instinct. The Moral Foundations Theory explains that moral intuition works automatically through innate processes during such situations (Graham et al., 2013; Haidt & Joseph, 2007). It also suggests that moral emotions influence intuitions. Additionally, how much an individual identifies as moral will influence their moral actions (Aquino & Reed, 2002).

Within the moral psychology literature there are very few published studies that test the propositions of the Moral Foundations Theory or incorporate moral identity to explain intuition. This study integrated multiple concepts within moral psychology specifically in the context of fundraising. The research comprises two phases, which are exploratory semi-structured interviews and a large-scale questionnaire. The key finding is that neither implicit moral identity nor moral emotions effected moral intuition. Therefore the assumptions made by the Moral Foundations Theory may not necessarily be true across a broad range of circumstances. Additionally, other constructs might influence automatic decision-making amongst fundraisers. The study presents opportunities for further research in these areas.