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Finding Myself Fast and Furiously: The Role of Agency-Communion Orientation and Self-Concept Clarity in Support for Radicalism

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  • Hyungsuk Choi

    (Department of Marketing, KAIST College of Business, Seoul 02455, Korea)

  • Yeosun Yoon

    (Department of Marketing, KAIST College of Business, Seoul 02455, Korea)

Abstract

The past research on radicalism is equivocal regarding the ways in which self-concept clarity shapes intentions to engage in radical behavior. Seeking to address the previous mixed findings in the literature, the present research examines how an individual’s agency-communion orientation moderates the effect of self-concept clarity on behavioral intentions for radical groups. Specifically, we propose that agency-oriented individuals show greater intentions to participate in radical groups when they experience low (vs. high) self-concept clarity, whereas communion-oriented individuals show no significant differences in their intentions to participate in radical groups across levels of self-concept clarity. A 2 (agency-communion orientation: low vs. high) × 2 (self-concept clarity: low vs. high) experimental design was used to test the hypotheses. Using gender as a proxy variable for agency-communion orientation, Study 1 shows that agency-communion orientation moderates the effect of self-concept clarity on intentions to participate in radical groups. Using chronic individual differences in agency-communion orientation, Study 2 shows that psychological entitlement mediates the interactive effect of self-concept clarity and agency-communion orientation on behavioral intentions for radical groups. Taken together, these findings support the role of agency-communion orientation and self-concept clarity in radicalism.

Suggested Citation

  • Hyungsuk Choi & Yeosun Yoon, 2021. "Finding Myself Fast and Furiously: The Role of Agency-Communion Orientation and Self-Concept Clarity in Support for Radicalism," Sustainability, MDPI, vol. 13(5), pages 1-14, March.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:5:p:2764-:d:510261
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    References listed on IDEAS

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    1. Bella Rozenkrants & S Christian Wheeler & Baba Shiv & Gita JoharEditor & Derek RuckerAssociate Editor, 2017. "Self-Expression Cues in Product Rating Distributions: When People Prefer Polarizing Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 759-777.
    2. Karen Page Winterich & Vikas Mittal & William T. Ross Jr., 2009. "Donation Behavior toward In-Groups and Out-Groups: The Role of Gender and Moral Identity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(2), pages 199-214.
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    Cited by:

    1. Chung, Myungjin & Saini, Ritesh, 2022. "Consumer self-uncertainty increases price dependency," Journal of Business Research, Elsevier, vol. 140(C), pages 40-48.

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