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Socialization theory has focused on enculturating new employees such that they develop pride in their new organization and internalize its values. We draw on authenticity research to theorize that the initial stage of socialization leads to more effective employment relationships when it instead primarily encourages newcomers to express their personal identities. In a field experiment carried out in a large business process outsourcing company in India, we found that initial socialization focused on personal identity (emphasizing newcomers' authentic best selves) led to greater customer satisfaction and employee retention after six months than socialization that focused on organizational identity (emphasizing the pride to be gained from organizational affiliation) or the organization's traditional approach, which focused primarily on skills training. To confirm causation and explore the mechanisms underlying the effects, we replicated the results in a laboratory experiment in a U.S. university. We found that individuals working temporarily as part of a research team were more engaged and satisfied with their work, performed their tasks more effectively, and were less likely to quit when initial socialization focused on personal identity rather than on organizational identity or a control condition. In addition, authentic self-expression mediated these relationships. We call for a new direction in socialization theory that examines how both organizations and employees can benefit by emphasizing newcomers' authentic best selves.

Prior approaches that leverage identity to motivate prosocial behavior are often limited to the set of people who already strongly identify with an organization (e.g., prior donors) or by the costs and challenges associated with developing stronger organization-linked identities among a broader audience (e.g., encouraging more people to care). In contrast, this research demonstrates that small prosocial gifts, such as tips or small donations, can be encouraged by framing the act of giving as an opportunity to express identity-relevant preferences—even if such preferences are not explicitly related to prosociality or the organization in need. Rather than simply asking people to give, the \"dueling preferences\" approach investigated in this research frames the act of giving as a choice between two options (e.g., cats vs. dogs, chocolate vs. vanilla ice cream). Dueling preferences increases prosocial giving by providing potential givers with a greater opportunity for self-expression—an intrinsically desirable opportunity. Seven experiments conducted in the laboratory, online, and in the field support this theorized process while casting doubt on relevant alternatives. This research contributes to work on self-expression and identity and sheds light on how organizations can encourage prosocial behavior.

Purpose This study aims to follow a rigorous approach to identify, critically analyze and synthesize 75 papers published from 2000 to 2022. Design/methodology/approach The study presents a systematic literature review on identity expressiveness (IE), clarifying and expanding what is currently known about the concept. Findings To synthesize current knowledge on IE, the study uses the overarching framework of antecedents-phenomenon-consequences, using this same framework to identify gaps and future research directions. The findings show individual and brand-related factors such as the need for uniqueness and anthropomorphism as antecedents of IE, and eWOM/WOM, impulse purchases and upgrading to more exclusive lines as consequences of IE. Research limitations/implications The study contributes to theory by synthesizing and mapping current understanding of the state of knowledge on the concept of IE while highlighting gaps in the extant literature and paving future research directions for scholars in the field. Practical implications The study offers useful insights for practitioners, broadening marketers’ actionable options in identity-based marketing. Marketers can use insights from this study to inform marketing strategy and communication campaigns for different types of brands. Originality/value To the best of the authors’ knowledge, this study is the first of its kind and offers an integrative review of the current literature on IE, thus enhancing understanding of the concept, its antecedents and consequences. The study also contributes to knowledge by highlighting future research priorities for researchers in this field of enquiry.

This collection departs from the observation that online forms of communication—the email, blog, text message, tweet—are actually haunted by old epistolary forms: the letter and the diary. By examining the omnipresence of writing across a variety of media, the collection adds the category of Epistolary Screens to genres of self-expression, both literary (letters, diaries, auto-biographies) and screenic (romance dramas, intercultural cinema, essay films, artists’ videos and online media). The category Epistolary encapsulates an increasingly paradoxical relation between writing and the self: first, it describes selves that are written in graphic detail via letters, diaries, blogs, texts, emails and tweets; second, it acknowledges that absence complicates communication, bringing people together in an entangled rather than ordered way. The collection concerns itself with the changing visual/textual texture of screen media and examines what is at stake for our understanding of self-expression when it takes Epistolary forms.

The idea that consumers use brands to express their identities has led many companies to reposition their products from focusing on functional attributes to focusing on how they fit into a consumer's lifestyle. This repositioning is welcomed by managers who believe that by positioning their brands as means for self-expression, they are less likely to go head-to-head with their direct competitors. However, the authors argue that by doing so, these companies expose themselves to much broader, cross-category competition for a share of a consumer's identity. Thus, they propose that consumers' need for self-expression through brands is finite and can be satiated when consumers are exposed to self-expressive brands. Moreover, they argue that consumers' need for self-expression can be satiated not only by a brand's direct competitors but also by brands from unrelated product categories, nonbrand means of self-expression, and self-expressive behavioral acts. The authors examine these propositions in a series of five empirical studies that provide converging evidence in support of the notion that the need for selfexpression can be satiated, thus weakening preferences for lifestyle brands.

This research aims to examine the psychology and behavior of users when customizing avatars from the standpoint of user experience and to provide constructive contributions to the Metaverse avatar customization platform. This study analyzed the factors that affect the behavior of user-customized avatars in different virtual environments and compared the differences in public self-consciousness, self-expression, and emotional expression among customized avatars in multiple virtual contexts. Methods: Using a between-subjects experimental design, two random groups of participants were asked to customize avatars for themselves in two contexts, a multiplayer online social game (MOSG) and a virtual meeting (VM). Results: When subjects perceived a more relaxed environment, the customized avatars had less self-similarity, and the subjects exhibited a stronger self-disclosure willingness and enhanced avatar wishful identification; nevertheless, public self-consciousness was not increased. When subjects perceived a more serious environment, the customized avatars exhibited a higher degree of self-similarity, and the subjects exhibited a greater self-presentation willingness, along with enhanced identification of avatar similarity and increased public self-consciousness. Conclusions: Participants in both experiment groups expressed positive emotions. The virtual context affects the self-similarity of user-customized avatars, and avatar self-similarity affects self-presentation and self-disclosure willingness, and these factors will affect the behavior of the user-customized avatar.

Purpose This study aims to understand the underlying mechanism and boundary conditions of the IKEA effect in self-expressive mass customization (MC). It examines the effect of the extent of choice in MC toolkits in terms of perceived value of self-designed products, as well as how self-expression mediates this effect and what kind of consumers are more inclined to experience such effect. Design/methodology/approach Two experiments were conducted, using online MC toolkits. In total, 393 consumers participated in the experiments. Data collected were analyzed using t-tests, analyses of variance, path analyses, bootstrap analyses and spotlight tests. Findings The results show that offering a greater extent of choice in MC toolkits to consumers provides a greater opportunity for self-expression, resulting in higher product valuation. Further, consumers who have high romanticism in aesthetic preference and high self-esteem are more inclined to influences associated with this effect. Originality/value This research adds to the literature on the IKEA effect in self-expressive MC by identifying a key antecedent (extent of choice), its underlying mechanism (self-expression), and two boundary conditions (aesthetic preference and self-esteem). The results of this study provide firms with a better understanding of how they can improve their self-expressive MC strategies.

The subspace clustering algorithms for image datasets apply a self-expression coefficient matrix to obtain the correlation between samples and then perform clustering. However, such algorithms proposed in recent years do not use the cluster labels in the subspace to guide the deep network and do not get an end-to-end feature extraction and trainable clustering framework. In this paper, we propose a self-supervised subspace clustering model with a deep end-to-end structure, which is called Deep Subspace Image Clustering Network with Self-expression and Self-supervision (DSCNSS). The model embeds the self-supervised module into the subspace clustering. In network model training, alternating iterative optimization is applied to realize the mutual promotion of the self-supervised module and the subspace clustering module. Additionally, we design a new self-supervised loss function to improve the overall performance of the model further. To verify the performance of the proposed method, we conducted experimental tests on standard image datasets such as Extended Yale B, COIL20, COIL100, and ORL. The experimental results show that the performance of the proposed method is better than the existing traditional subspace clustering algorithm and deep clustering algorithm.

Exposure to risk behavior on social media is associated with risk behavior tendencies among adolescents, but research on the mechanisms underlying the effects of social media exposure is sparse. This study aimed to investigate the motivations of social media use and the mediating and moderating mechanisms of their effects on attitude toward electronic cigarette (e-cigarette) use among adolescents. Using data from a national sample survey of adolescents (age=14-17 years, N=594), we developed and validated a social media use motivation scale. We examined the roles of motivations in the effect of social media use on risk exposure and risk attitude. Motivations for social media use included agency, self-expression, realism, social learning, social comparison, and filter. These motivations were associated differentially with the frequency of use of Facebook, Instagram, Snapchat, and YouTube. Frequency of social media use was positively associated with exposure to e-cigarette messages across the four platforms (Ps<.001). Exposure to e-cigarette messages on Instagram (P=.005) and Snapchat (P=.03) was positively associated with attitude toward e-cigarette use. Perceived social media realism moderated the effects of e-cigarette message exposure such that when realism was high, the exposure effect was amplified, but when realism was low, the effect was mitigated (P<.001). A three-way interaction effect (P=.02) among exposure, social learning motivation, and social norm on attitude toward e-cigarette use was found. When perceived social norm was high, the moderating effect of social learning motivation on e-cigarette use attitude was amplified, but when social norm was low, the social learning motivation effect was attenuated. Because perceived social media realism moderates the effect of exposure to e-cigarette messages on attitude toward e-cigarette use, future intervention efforts should address the realism perceptions. The three-way interaction among exposure, social learning motivation, and social norm indicates the importance of addressing both the online and offline social environments of adolescents. The social media use motivation scale, reflecting perceived affordances, is broadly applicable. Understanding social media use motivations is important, as they indirectly influence attitude toward e-cigarette use via frequency of social media use and/or frequency of exposure to e-cigarette messages on social media.

A recent article by He, Melumad, and Pham (Journal of Consumer Research 46(3):545–563, 2019) showed that consumers experienced greater enjoyment when they were asked to perform an evaluative task relative to a non-evaluative task. In this research, we intend to replicate this finding and to examine to what extent the strength of the effect is contingent on the sample employed. Using a sample from Amazon MTurk, study 1 replicates the indirect effect but not the total experimental effect. Study 2 draws on a sample that is unacquainted with the experimental paradigm and replicates the indirect as well as the total experimental effect. These findings suggest that the sampling population of MTurk may have become desensitized to the basic experimental paradigm.