Can Moral Identity Enhance Out-Group Brand Evaluations?: the Moderating Role of Thinking Style

Woo Jin Choi, Texas A&M University, USA
Karen Page Winterich, Pennsylvania State University, USA
Moral identity can have a pervasive impact on prosocial behavior, but little is known in regard to its effect on marketing metrics such as brand evaluations. We predict that moral identity along with cultural differences in consumer thinking style will influence consumers’ brand evaluations, particularly for brands associated with out-groups.
[ to cite ]:
Woo Jin Choi and Karen Page Winterich (2011) ,"Can Moral Identity Enhance Out-Group Brand Evaluations?: the Moderating Role of Thinking Style", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.