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Maintaining the Moral Self: Direct v...

Yetzer, Andrea M.

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Maintaining the Moral Self: Direct vs. Indirect Compensatory Consumption to Affirm the Moral Self After Threat.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Maintaining the Moral Self: Direct vs. Indirect Compensatory Consumption to Affirm the Moral Self After Threat./
Author:	Yetzer, Andrea M.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2023,
Description:	217 p.
Notes:	Source: Dissertations Abstracts International, Volume: 85-02, Section: B.
Contained By:	Dissertations Abstracts International85-02B.
Subject:	Social psychology. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=30575933
ISBN:	9798380147453

Maintaining the Moral Self: Direct vs. Indirect Compensatory Consumption to Affirm the Moral Self After Threat.
Yetzer, Andrea M.

Maintaining the Moral Self: Direct vs. Indirect Compensatory Consumption to Affirm the Moral Self After Threat. - Ann Arbor : ProQuest Dissertations & Theses, 2023 - 217 p.

Source: Dissertations Abstracts International, Volume: 85-02, Section: B.

Thesis (Ph.D.)--Northwestern University, 2023.

Morality has been viewed as a core aspect of the self and even a basic psychological need. Strategies for regulating threats to moral self-views may therefore be distinct from regulating threats to other self-aspects. Consistent with research on the regulation of basic psychological needs, I hypothesized that threats to the moral self require direct as opposed to indirect strategies to effectively compensate for such threats and restore self-worth. I developed and tested the moral self-maintenance perspective using compensatory consumer behavior to regulate moral self-threats. Across five studies, I found evidence that threats to moral self-views increased purchase intentions for ethical consumer brands compared to both moral self-affirmation, and to negative, but non-moral self-threats; that moral self-threats led people to draw closer to a brand on an ethical basis than a positive, but non-moral basis; and that prosocial consumer spending exerted a more enduring effect on moral self-repair than self-indulgent consumer spending after moral threat. Importantly, I found that direct and indirect compensatory consumer strategies were not substitutable for regulating moral self-threats compared to other self-threats, as engaging with ethical products similarly quelled moral and intelligence threats; however, engaging with intelligence products was ineffective for moral self-repair. Finally, I observed that the self-importance of being a moral person magnified or at times created a boundary condition for the effectiveness of certain types of compensatory strategies for moral self-repair. Overall, findings provide preliminary support for the moral self-maintenance perspective and suggest continued research in this area.

ISBN: 9798380147453Subjects--Topical Terms:

520219
Social psychology.
Subjects--Index Terms:

Compensatory consumption

Maintaining the Moral Self: Direct vs. Indirect Compensatory Consumption to Affirm the Moral Self After Threat.
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520 $a Morality has been viewed as a core aspect of the self and even a basic psychological need. Strategies for regulating threats to moral self-views may therefore be distinct from regulating threats to other self-aspects. Consistent with research on the regulation of basic psychological needs, I hypothesized that threats to the moral self require direct as opposed to indirect strategies to effectively compensate for such threats and restore self-worth. I developed and tested the moral self-maintenance perspective using compensatory consumer behavior to regulate moral self-threats. Across five studies, I found evidence that threats to moral self-views increased purchase intentions for ethical consumer brands compared to both moral self-affirmation, and to negative, but non-moral self-threats; that moral self-threats led people to draw closer to a brand on an ethical basis than a positive, but non-moral basis; and that prosocial consumer spending exerted a more enduring effect on moral self-repair than self-indulgent consumer spending after moral threat. Importantly, I found that direct and indirect compensatory consumer strategies were not substitutable for regulating moral self-threats compared to other self-threats, as engaging with ethical products similarly quelled moral and intelligence threats; however, engaging with intelligence products was ineffective for moral self-repair. Finally, I observed that the self-importance of being a moral person magnified or at times created a boundary condition for the effectiveness of certain types of compensatory strategies for moral self-repair. Overall, findings provide preliminary support for the moral self-maintenance perspective and suggest continued research in this area.
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650 4 $a Personality psychology. $3 2144789
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653 $a Self-affirmation
653 $a Self-threat
653 $a Symbolic self-completion
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