Insights Into Identity Formation: How Differences in Ethical Orientations Predict Affiliation With Individual and Group-Based Identities
Despite abundant literature on consumer identity, little research has explored the predictors for the types of identities with which people choose to affiliate. In three studies, we show that the ethical orientations of consequentialism and formalism are related to the importance placed by consumers on individual versus group-based identities.
Citation:
Katie Mercurio, Jeffrey Rotman, Jayant Nasa, Mark Staton, and Edwin Love (2021) ,"Insights Into Identity Formation: How Differences in Ethical Orientations Predict Affiliation With Individual and Group-Based Identities", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 476-477.
Authors
Katie Mercurio, California State University, Chico
Jeffrey Rotman, Deakin University
Jayant Nasa, Indian Institute of Management Udaipur
Mark Staton, Western Washington University
Edwin Love, Western Washington University
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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