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The claim that partisanship has developed into a social identity is one of the dominant explanations for the current rising levels of affective polarization among the U.S. electorate. We provide evidence that partisanship functions as a social identity, but that the salience of partisan identity—in and of itself—does not account for increased affective polarization. Using a two-wave panel survey capturing natural variation in the salience of politics, we find that partisanship contributes more to individuals’ self-concept in times of heightened political salience. We also show that partisans can be detached from their Democratic or Republican identity by having them focus on individuating characteristics (by way of a self-affirmation treatment). However, we find only limited evidence that when partisan social identity is made less salient, either by way of natural variation in political context or through a self-affirmation treatment, partisans are any less inclined to express in-party favoritism and out-party hostility. Taken together, our evidence shows that partisanship does operate as an important social identity, but that affective polarization is likely attributable to more than the classic in-group versus out-group distinction.

Self-affirmation shows promise for reducing racial academic-achievement gaps; recently, however, mixed results have raised questions about the circumstances under which the self-affirmation intervention produces lasting benefits at scale. In this follow-up to the first district-wide scale-up of a self-affirmation intervention, we examined whether initial academic benefits in middle school carried over into high school, we tested for differential impacts moderated by school context, and we assessed the causal effects of student engagement with the self-affirming writing prompted by the intervention. Longitudinal results indicate that self-affirmation reduces the growth of the racial achievement gap by 50% across the high school transition (N = 920). Additionally, impacts are greatest within school contexts that cued stronger identity threats for racial minority students, and student engagement is causally associated with benefits. Our results imply the potential for powerful, lasting academic impacts from self-affirmation interventions if implemented broadly; however, these effects will depend on both contextual and individual factors.

This study examines why individuals who are deeply embedded in the organization may engage in unethical pro-organizational behavior (UPB). Drawing from social identity theory and self-affirmation theory, we propose that deeply embedded employees may engage in UPB as a way of promoting or maintaining their status in the organization. We further propose that this positive relationship between organizational embeddedness and UPB, mediated through status perceptions, is stronger for employees working under managers who display low levels of ethical leadership. Using data gathered in a two-wave survey from 224 working adults, the results of the study lend support for the hypothesized relationships and remained significant even after controlling for affective commitment. The study advances our understanding of both contextual and individual factors motivating employees to engage in UPB and the boundary conditions under which UPB can be reduced.

We argue that consumers with high self-brand connections (SBC) respond to negative brand information as they do to personal failure — they experience a threat to their positive self-view. After viewing negative brand information, high (vs. low) SBC consumers reported lower state self-esteem. Consumers with high SBC also maintained favorable brand evaluations despite negative brand information. However, when they completed an unrelated self-affirmation task, they lowered their brand evaluations the same as low SBC consumers. This finding suggests that high SBC consumers' reluctance to lower brand evaluation might be driven by a motivation to protect the self rather than the brand.

Loneliness is a pervasive problem recognised as a serious social issue, and the prevailing COVID-19 pandemic has exacerbated loneliness to greater prominence and concern. We expect a rise of a massive group of ‘lonely’ consumers who are deeply entrenched in the social isolation caused by COVID-19. There is an urgent need to revisit the phenomenon of lonely consumers to better prepare academic researchers, public policy makers and commercial managers in the post-COVID-19 era. Thus, this study conducts a synthesised review on past studies of lonely consumers. Based on an inductive analysis of 56 articles, 74 key themes are identified. These key themes are further categorised into five major clusters by way of a co-occurrence network analysis. Respectively, the five clusters address the psychological implications related to the dynamics between nonhuman attachment and consumers’ loneliness, the commercial implications related to the paradoxical motivations of affiliation and self-affirmation in product selection and the dual information processing mechanism in response to advertisement appeals, and the social implications related to consumers’ well-being in an ageing society and the anthropomorphic companionship in a virtual world. A list of research questions is proposed that concludes the review study.

PurposeOnline games are popular electronic commerce platforms in which gamers use avatars to interact with others. Avatar identification (the extent to which gamers regard avatars as an extension of themselves) is known to be related to online gamer loyalty. However, few studies have examined how avatars could be designed to enhance avatar identification and online gamer loyalty, indicating a gap. Therefore, the purpose of this paper is to contextualize self-affirmation theory into online gaming contexts, identified key theoretical elements and examined how they are related to avatar identification and online gamer loyalty.Design/methodology/approachThis study surveyed 1,348 massively multi-player online role-playing game players, and their responses were analyzed using structural equation modeling.FindingsThe analytical results indicate that irreplaceability within a team and avatar customization are positively related to unique avatar image, while avatar customization is positively related to positive avatar image. Moreover, avatar physical attractiveness and avatar ability to achieve are positively related to positive avatar image. Both unique and positive images of an avatar (as perceived by the user) are positively related to avatar identification, and further to online gamer loyalty.Originality/valueThis study proposes new constructs: irreplaceability within a team, avatar ability to achieve, unique avatar image and positive avatar image. Such new constructs provide insights to aid electronic commerce managers in avatar design, thus instilling gamer identification with avatars, and thus loyalty.

There are relatively few studies to address mental health implications of self-affirming, especially across groups experiencing a chronic health condition. In this study, short- and longer-term effects of a brief self-affirmation intervention framed in terms of implementation intentions (if-then plans with self-affirming cognitions; S-AII) were evaluated against an active control group (non-affirming implementation intentions; N-AII), matched to the target condition, and mere goal intention condition (a non-active control) in adults with psoriasis. The three pre-registered primary outcomes captured depression, anxiety, and well-being. Adults with psoriasis ( = 175; = 36.53, s.d. = 11.52) were randomized into S-AII, N-AII, or control. Participants' mental health outcomes were assessed prior to randomization (at baseline), at week 2 (post-intervention), and at a 1-month follow-up. Linear mixed models were used and results were reported on the intention-to-treat principle. Analyses revealed that S-AII exerted significantly more improvement in the course of well-being ( s > 0.25), depressive symptoms ( s > -0.40), and anxiety ( s > -0.45) than the N-AII and control group at 2-week post-intervention. Though the differences between groups faded at 1-month follow-up, the within-group changes over time for S-AII in all mental health outcomes remained significant. Brief and low-intensity S-AII intervention exerted in the short-term a considerable impact on mental health outcomes. The S-AII shows promising results as a relevant public mental health strategy for enhancing well-being and reducing psychological distress. Future studies could consider whether these effects can be further enhanced with booster interventions.

Chronic boredom is associated with many negative psychological outcomes, including undermining perceived meaning in life. Meanwhile, emerging research suggests that spontaneous self-affirmation, that is, an inclination to self-affirm, is linked to greater well-being and buffers against psychological threats. We investigated the relationship between spontaneous self-affirmation, perceptions of meaning in life, and boredom proneness with four correlational studies. Study 1a (N = 166) demonstrated that people inclined to self-affirm experience greater perceptions of meaning in life. Study 1b (N = 170) confirmed that spontaneous self-affirmation is associated with lower levels of boredom proneness. Study 2a (N = 214) and Study 2b (N = 105) provided evidence for our central hypothesis, showing that spontaneous self-affirmation predicts lower levels of boredom proneness via greater perceptions of meaning in life. These findings confirm that elevating meaning in life through psychological resources, like spontaneous self-affirmation, may limit boredom. Our work extends the emerging well-being benefits of spontaneous self-affirmation, by demonstrating associations with higher meaning in life and lower boredom proneness.