Moral Identity Scale

What it measures

The dominant measure of moral identity in consumer and organisational research. Administered following a standard induction paragraph describing nine moral traits (caring, compassionate, fair, friendly, generous, helpful, hardworking, honest, kind). Internalization captures how much moral traits are a core part of one's private self-concept; Symbolization captures public behavioural expression of moral values. The two dimensions are correlated (r=0.41) but distinct — Internalization predicts volunteering hours and donation behaviour; Symbolization correlates more with impression management concerns (r=0.26). Alpha: Internalization 0.71–0.83, Symbolization 0.71–0.82. Test-retest (4–6 weeks): Internalization r=0.49, Symbolization r=0.71. Mean scores: Internalization Mapprox.4.5 (high), Symbolization Mapprox.3.0 (moderate) — people privately value moral traits more than they publicly express them.

Representative items

• It would make me feel good to be a person who has these characteristics. (Internalisation)
• Being someone who has these traits is an important part of who I am. (Internalisation)
• I often wear clothes that identify me as having these characteristics. (Symbolisation)
• The types of things I do in my spare time clearly identify me as having these characteristics. (Symbolisation)
• I strongly desire to have these characteristics. (Internalisation)

Citation

Aquino, K., & Reed, A., II. (2002). The self-importance of moral identity. Journal of Personality and Social Psychology, 83(6), 1423–1440.