The central focus of this research is on the development and testing of a theoretical framework to understand performance and retention of volunteers. The framework is centered on identity theory and includes both general and specific role identity as well as organizational variables. Data were obtained from two samples of volunteers for the American Cancer Society (ACS). Specific role identity as an ACS volunteer is predicted from general role identity and several factors related to perceived experiences in the organization. Specific role identity explains significant amounts of variance in the number of hours worked for ACS and other organizations as well as intent to remain an ACS volunteer. Results also suggest that volunteers may experience conflicts between the demands of their general and specific role identities. Finally, the effects of ACS role identity on volunteer behavior are compared with those of organizational commitment.
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