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Multiple Identity Configurations: The Benefits of Focused Enhancement for Prosocial Behavior

Author

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  • Lakshmi Ramarajan

    (Harvard Business School, Boston, Massachusetts 02163)

  • Ida E. Berger

    (Ted Rogers School of Business Management, Ryerson University, Toronto, Ontario M5B 2K3, Canada)

  • Itay Greenspan

    (Paul Baerwald School of Social Work and Social Welfare, Hebrew University of Jerusalem, Mt. Scopus, Jerusalem 91905, Israel)

Abstract

This paper introduces a configurational approach to the study of multiple identities. Specifically, it examines how prosocial identity combines with collective and individualistic identities in conflicting and enhancing ways to affect prosocial behavior in organizational settings. We examine an unexplored intuition in the multiple identities literature that when all identities are enhancing (a mutual enhancement configuration), it will be best for prosocial outcomes. Our results show, however—across two field studies and two experiments—that enhancement between prosocial and collective identities (a focused enhancement configuration) results in the highest levels of prosocial behavior. Furthermore, we trace this result to the greater self-serving orientation activated in a mutual enhancement configuration, where one’s individualistic identity enhances one’s other identities. Our work demonstrates the value of a configurational approach to the study of multiple identities, and it challenges the assumption that a mutual enhancement configuration is always desirable.

Suggested Citation

  • Lakshmi Ramarajan & Ida E. Berger & Itay Greenspan, 2017. "Multiple Identity Configurations: The Benefits of Focused Enhancement for Prosocial Behavior," Organization Science, INFORMS, vol. 28(3), pages 495-513, June.
    • Handle: RePEc:inm:ororsc:v:28:y:2017:i:3:p:495-513
    DOI: 10.1287/orsc.2017.1129
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    References listed on IDEAS

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    1. Shelley L. Brickson, 2013. "Athletes, Best Friends, and Social Activists: An Integrative Model Accounting for the Role of Identity in Organizational Identification," Organization Science, INFORMS, vol. 24(1), pages 226-245, February.
    2. Andreoni, James, 1990. "Impure Altruism and Donations to Public Goods: A Theory of Warm-Glow Giving?," Economic Journal, Royal Economic Society, vol. 100(401), pages 464-477, June.
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    Cited by:

    1. Clarysse, Bart & Andries, Petra & Boone, Sarah & Roelandt, Jolien, 2023. "Institutional logics and founders' identity orientation: Why academic entrepreneurs aspire lower venture growth," Research Policy, Elsevier, vol. 52(3).
    2. Emily M. David & Tae‐Yeol Kim & Matt Rodgers & Tingting Chen, 2021. "Helping While Competing? The Complex Effects of Competitive Climates on the Prosocial Identity and Performance Relationship," Journal of Management Studies, Wiley Blackwell, vol. 58(6), pages 1507-1531, September.
    3. Brett R. Smith & Amanda Lawson & Jessica Jones & Tim Holcomb & Aimee Minnich, 2022. "Trying to Serve Two Masters is Easy, Compared to Three: Identity Multiplicity Work by Christian Impact Investors," Journal of Business Ethics, Springer, vol. 179(4), pages 1053-1070, September.
    4. Smith, Brett & Gümüsay, Ali Aslan & Townsend, David M., 2023. "Bridging worlds: The intersection of religion and entrepreneurship as meaningful heterodoxy," Journal of Business Venturing Insights, Elsevier, vol. 20(C).
    5. Xu, Jing & Dai, Yijia, 2024. "Are academic spin-offs more socially responsible? The influence of origin on entrepreneurial behaviors," Technological Forecasting and Social Change, Elsevier, vol. 200(C).

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