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SUMMARY:From Sinners to Saints: How Redemption Narratives Motivate Prosoci
 al Consumer Behaviors - Dr. Eric Levy\, Queen Mary University of London
DTSTART:20190220T150000Z
DTEND:20190220T160000Z
UID:TALK118957@talks.cam.ac.uk
CONTACT:Melisa B
DESCRIPTION:This research examines the conditions under which encountering
  a story of personal redemption following a moral failure can motivate peo
 ple to act in a more prosocial manner. Across three pilot studies and six 
 main studies\, totalling almost 2300 participants\, individuals higher in 
 moral identity experienced greater moral elevation and exhibited increased
  prosocial behaviors after processing a redemption narrative. We argue tha
 t this occurs because higher moral identifiers possess a worldview which i
 ncludes valuing what we call _moral growth_- the idea that people should m
 ove away from badness and toward moral goodness. Pilot study 1 shows that 
 higher moral identifiers judge a protagonist more harshly after a moral fa
 ilure and pilot studies 2 and 3 show that this effect fully reverses when 
 the protagonist subsequently redeems themselves. Study 1 shows that the ef
 fect holds when the moral failure is severe (study 1a) and when compared t
 o non-moral improvement (study 1b). Studies 2 and 3 find that the effect e
 xtends to participants’ real prosocial behaviors. Studies 4a and 4b also
  demonstrate effects on real prosocial behavior\, and together show that t
 he effect is dampened when higher moral identifiers possess a fixed (vs. g
 rowth) theory of morality (whether primed or measured). Implications for t
 heory and practice are discussed.\n\n_Eric is Assistant Professor of Marke
 ting (University Lecturer) at Queen Mary University of London\, School of 
 Business and Management. He is also a Senior Member of Hughes Hall\, Cambr
 idge. An expert in consumer behavior and psychology\, he teaches consumer 
 behavior in the undergraduate and masters degree programs. Eric earned his
  BA in psychology from Franklin and Marshall College\, MBA in marketing fr
 om Temple University Fox School of Business\, MA (Cantab) from University 
 of Cambridge Judge Business School\, and MS and Ph.D. in marketing from Un
 iversity of Washington Foster School of Business. He also completed doctor
 al coursework and research (non-degree) in marketing and management at The
  Wharton School\, University of Pennsylvania._\n\n_Eric's research has bee
 n published in Journal of Personality and Social Psychology\, Journal of M
 arketing\, and Journal of Consumer Psychology._
LOCATION:Ground Floor Lecture Theatre\, Department of Psychology\, Downing
  Site
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