Multiple Social Identities Increase Torelence of Unethical Behaviors

Consumers possess various social identities and generally show an identity congurent behavior when an identity is momentarily salient. What will happen when multiple identities are salient? We find that the activation of multiple social identities enhances consumers’ moral relativism belief and increases their tolerance of unethical/immoral behaviors.


Irina Y. Yu, Li Huang, and Morgan X. Yang (2020) ,"Multiple Social Identities Increase Torelence of Unethical Behaviors", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1216-1216.


Irina Y. Yu, Chinese University of Hong Kong, China
Li Huang, Hofstra University, USA
Morgan X. Yang, The Hang Seng University of Hong Kong


NA - Advances in Consumer Research Volume 48 | 2020

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