Is It Still Important to Be a Moral Person When You Are Lonely?

Jinfeng (Jenny) Jiao, SUNY Binghamton University, USA
Jing (Alice) Wang, University of Iowa, USA
We examine how loneliness and empathy influence consumer moral identity. Across five studies, we find the positive effect of empathy on moral identity only among lonely participants, but the effect was diminished among non-lonely participants. We demonstrate these effects with both psychological measures of moral identity and real moral behaviors.
[ to cite ]:
Jinfeng (Jenny) Jiao and Jing (Alice) Wang (2017) ,"Is It Still Important to Be a Moral Person When You Are Lonely?", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 330-335.