Sinnfluencers and a Collective Moral Identity

Our paper examines how “sinnfluencers” as influential consumers construct their identities at the individual and collective levels. Using archival data and netnographic analysis, we have identified five performance strategies that contribute to shaping the practices at the social level: 1) framing; 2) validating; 3) evangelizing; 4) celebrating and 5) advocating


Aya Aboelenien, Alex Paul Baudet, and Ai Ming Chow (2020) ,"Sinnfluencers and a Collective Moral Identity", 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: 344-345.


Aya Aboelenien, HEC Montreal, Canada
Alex Paul Baudet, HEC Montreal, Canada
Ai Ming Chow, University of Melbourne, Australia


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


C11. More of a Bad Thing: How Consumers Ignore Pollutant Levels in Healthiness Assessment

Aner Tal, Ono Academic College (OAC)
Yaniv Gvili, Ono Academic College (OAC)
Moty Amar, Ono Academic College (OAC)

Read More


Turning the Titanic: Creating Consumer-Centric Cultures and Improved Consumer Experience in Large, Established Health Care Systems

Gregory Carpenter, Northwestern University, USA
Beth Leavenworth DuFault, University at Albany
Ashlee Humphreys, Northwestern University - Medill, USA
Lez Ecima Trujillo Torres, University of Illinois at Chicago, USA

Read More


The Asymmetric Effect of Highlighting Intertemporal Opportunity Costs

Christopher Olivola, Carnegie Mellon University, USA
David Hardisty, University of British Columbia, Canada
Daniel Read, University of Warwick

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.