Inter-identity Association

What it measures

When a person holds two different self-identities, do those identities pull in the same direction or clash? Four items capture perceived overlap versus conflict.

Response Format

7-point Likert (1=strongly disagree, 7=strongly agree)

Representative items

• In general, my Ideal identity is very similar to my Ought identity.
• In general, my Ideal identity and my Ought identity do not overlap.
• My Ideal identity is unrelated to my Ought identity.
• My Ideal identity is very much associated with my Ought identity.

Citation

Saint Clair, J.K., & Forehand, M.R. (2020). The Many-Faced Consumer: Consumption Consequences of Balancing Multiple Identities. Journal of Consumer Research, 46(6), 1011–1030.

Keywords