If you're man, and you give to charity at all, it is more likely to go to a needy person in your neighborhood but if you're a woman you are more likely to be charitable and you will also give to someone local or someone in a foreign country, says new research by Texas A&M University marketing professor Karen Winterich .Winterich, who teaches marketing at Texas A&M's Mays Business School, says she can predict charitable behavior to different groups by an individual based on just two factors: gender and moral identity. (Moral identity does not measure how moral a person actually is, but rather how important it is to that person to be caring, kind, fair, honest, etc.)