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When social identity threat leads to the selection of identity-reinforcing options: The role of public self-awareness

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  • White, Katherine
  • Stackhouse, Madelynn
  • Argo, Jennifer J.

Abstract

This research shows that activating public self-awareness leads individuals to increase their association with symbolic representations of their identity. When a social identity was threatened, participants high rather than low in public self-awareness were more likely to select options that reinforced their association with the identity (Studies 1a, 1b, and 2). This response was mediated by the desire to convey a consistent self to others (Study 2). In line with the view that the effects are driven by public self-consistency motives, the effects emerge only among those motivated to convey a consistent public self-image (Study 3) and when product choices can be viewed by others (Study 4). Finally, when identity threat occurred in the presence of an ingroup audience, those high (but not low) in ingroup identification were more likely to select identity-reinforcing options when public self-awareness was heightened (Study 5). The theoretical and practical implications of these findings are discussed.

Suggested Citation

  • White, Katherine & Stackhouse, Madelynn & Argo, Jennifer J., 2018. "When social identity threat leads to the selection of identity-reinforcing options: The role of public self-awareness," Organizational Behavior and Human Decision Processes, Elsevier, vol. 144(C), pages 60-73.
    • Handle: RePEc:eee:jobhdp:v:144:y:2018:i:c:p:60-73
    DOI: 10.1016/j.obhdp.2017.09.007
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    References listed on IDEAS

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    1. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 139-168, September.
    2. Aquino, Karl & Douglas, Scott, 2003. "Identity threat and antisocial behavior in organizations: The moderating effects of individual differences, aggressive modeling, and hierarchical status," Organizational Behavior and Human Decision Processes, Elsevier, vol. 90(1), pages 195-208, January.
    3. Katherine White & Jennifer J. Argo & Jaideep Sengupta, 2012. "Dissociative versus Associative Responses to Social Identity Threat: The Role of Consumer Self-Construal," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(4), pages 704-719.
    4. LeBoeuf, Robyn A. & Shafir, Eldar & Bayuk, Julia Belyavsky, 2010. "The conflicting choices of alternating selves," Organizational Behavior and Human Decision Processes, Elsevier, vol. 111(1), pages 48-61, January.
    5. Lewis, Amy C. & Sherman, Steven J., 2003. "Hiring you makes me look bad: Social-identity based reversals of the ingroup favoritism effect," Organizational Behavior and Human Decision Processes, Elsevier, vol. 90(2), pages 262-276, March.
    6. Katherine White & Darren W. Dahl, 2007. "Are All Out-Groups Created Equal? Consumer Identity and Dissociative Influence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(4), pages 525-536, June.
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    Cited by:

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    2. Rob Kim Marjerison & Jiamin Hu & Hantao Wang, 2022. "The Effect of Time-Limited Promotion on E-Consumers’ Public Self-Consciousness and Purchase Behavior," Sustainability, MDPI, vol. 14(23), pages 1-23, December.

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