What moral identity and competing selves can add to moral foundations theory: Comment on Ramos, Johnson, VanEpps & Graham (2024)
评论了Ramos等人将道德基础理论引入消费者决策的研究，并基于多重身份框架，探讨道德认同如何与其他身份竞争，影响道德基础在说服、情绪和亲社会消费中的作用。
Abstract In a provocative and insightful analysis, Ramos et al. ( Journal of Consumer Psychology , 2024) propose the introduction of Moral Foundations Theory (hereafter MFT)—as a useful framework to (1) explain moral consumer decision‐making more granularly and (2) set forth unique, testable future hypotheses in the field of marketing and consumer psychology. I discuss and build on their analysis to expand (1) but also narrow (2). I couch their conceptualization in the context of a multiple‐identity framework ( Consumer Psychology Review , 2021, 4 , 100) and move slightly away from their useful but perhaps more taxonomic approach. I try to buttress their work by situating MFT in the context of how the process of moral identity ( Journal of Personality and Social Psychology , 2002, 83 , 1423) competes with other identities (cf. Journal of Marketing Research , 2020, 57 , 375; Current Opinion in Psychology 2016, 10 , 94) to help determine when and how the building blocks of moral foundations may become critical drivers of consumption in the areas of persuasion, emotions, and prosocial charitable consumer behavior.