When Moral Identity Gets Threatened: Shifting Between Personal and Social Identities

The authors show that the type of experienced moral identity threat can vary with respect to abstract versus concrete thinking and when threat occurs as a result of comparison with others. Two experiments indicate that different levels of moral identity threat influences preferences for honest and sincere brands.


A. Deniz Oktem and Amna Kirmani (2014) ,"When Moral Identity Gets Threatened: Shifting Between Personal and Social Identities", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 802-802.


A. Deniz Oktem, Koc University
Amna Kirmani, University of Maryland


NA - Advances in Consumer Research Volume 42 | 2014

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