Social donation behavior has been shown to integrate into warm in the world. Currently, many of nonprofit and profit organizations accept donation market situations with marketing scholars.
This research examined the interactive effects of donor''s self-trait(self-construals, moral identity) and donee''s entitativity on donation intention. Whereas donors identified with independent self-construals demonstrate similar propensities to donate low and high donee''s entitativity, an interdependent orientation fosters stronger commitments to donate high donee''s entitativity than low donee''s entitativity(study 1).
Whereas donors identified with low moral identity demonstrate similar propensities to donate low and high donee''s entitativity, an high moral identity orientation fosters stronger commitments to donate high donee''s entitativity than low donee''s entitativity(study 2).
Our work also contributes to the research on entitativity in social psychology. In contrast to this research, which focused mainly on scenario operating method for studies(Bartels and Burnett, 2011; Smith et al., 2012), our work recommend donation behavioral consequences of donee''s(target) entitativity interaction effects and developed entitativity operating research method(study 2).
In addition, we propose that the mechanism underlying our results comes from happiness belief system(study 2). More specifically, high moral identity donors believed that giving would make them happy more so when giving to high donee''s entitativity than to low donee''s entitativity. And no such difference existed for low moral identity.
Finally, there are some marketing implications. Marketers for promotional donation strategy need to recognize that drawing upon donor''s self-trait may not always benefit their donation solicitation efforts, especially when they are seeking help for donee''s entitativity.

Key words : self-construals, moral identity, entitativity, happiness, promotional donation strategy