Enron, Pfizer, UBS, Halliburton: In recent years, organizational wrongdoing has cost taxpayers and stakeholders billions of dollars. Whistleblowers, organizational insiders who witness and report wrongdoing with the intent of effecting an organizational response, play a major role as combatants to such corruption. What motivates whistleblowers versus silent witnesses of wrongdoing? And what cognitive and emotional patterns underlie their actions? Here I construe whistleblowing as a personally costly but pro-organizational action (Miceli, Near, & Dworkin, 2008). As such, whistleblowing represents a novel type of extreme pro-group behavior that identity fusion theory seeks to explain (Swann, Jetten, Gomez, Whitehouse, & Bastian, 2012). The identity fusion approach posits that some people experience a visceral feeling of "oneness" with a group, a feeling that motivates a range of extreme pro-group actions. Across four preliminary studies, I first establish that fusion with one's organization (i.e., work or university) parallels fusion with other groups (e.g., country, political party). In addition, Preliminary Study 4 shows that fusion and whistleblowing are associated in retrospective accounts of workplace behavior. Given this initial support, a controlled lab experiment was conducted to address two major questions. First, to what extent is identity fusion with one's university associated with initial and formal whistleblowing behaviors? Second, in what ways, if any, do strongly vs. weakly fused individuals' cognitive and emotional experiences differ in response to witnessing organizational wrongdoing? As hypothesized, fusion with one's university predicted spontaneous reporting of an in-group transgressor. Strongly fused students' actions were associated with several cognitive and emotional factors, and cross-method evidence indicated that active negative emotions (e.g., anger) coupled with a heightened sense of personal responsibility drove strongly fused persons to spontaneously blow the whistle. Furthermore, strongly fused students were also especially likely to formally (as compared to spontaneously) report the transgressor. Evidence from participants' debriefing responses suggested that while weakly fused students diffused formal reporting responsibility to others, strongly fused students felt personally responsible to follow-through with a formal report. Overall, these results suggest that identity fusion is a promising perspective for understanding motives underlying personally costly pro-group behaviors. / text

Research on identity fusion (Swann, Gomez, Seyle, & Morales, 2009), a recent phenomenological approach to social identification, suggests that some people have a deep personal bond with a group that they belong to. Evidence shows that fused people have a persistent connection between their group identity and personal selves. The notion of a social identity that is deeply entwined with the personal self stands in contrast to traditional views of social identification (e.g. Self-Categorization Theory; Turner, Oakes, Haslam, & McGarty, 1994), which tend to see group membership as something that is only important in particular group-related situations. Whereas most people are able to compartmentalize their identities based on the context they are in, a fused group identity can be active even in situations that are unrelated to it. The ability to compartmentalize may be beneficial in some cases, however. Downplaying an identity that is not active can allow people to insulate themselves from negative information about the group and can improve the quality of social interactions. Without the ability to compartmentalize, people who are fused with a group may have trouble with both of these things. Three studies tested whether fused people do indeed experience such repercussions. The first study presented University of Texas students with a fake news story describing the school hurting local family farmers. Participants who were highly identified with UT were more likely to feel guilty after reading the story, while participants who were highly fused with UT were more likely to engage in a subsequent charitable task (whether they read the news story or were in a control condition). In the second study, UT students were asked to chat with each other about a variety of topics, and have the quality of their interactions linguistically analyzed. The final study had UT students write about either their relationship with UT or with their immediate family. Participants who were more highly fused with UT were less likely to use words signifying negative emotion or uncertainty, but were more likely to use inclusive pronouns. Implications for future research on identity fusion are discussed. / text

While existing literature describes strong brand relationships along several dimensions, this research sheds light on the identity perspective of brand relationships through the lens of consumer identity fusion, aiming to understand the extent to which consumers incorporate brands into their self-perceptions. Specifically, this research investigates the nature and effects of consumer identity fusion and its motivational consequences following brand transgressions. Study One examines whether consumer identity fusion out-predicts brand identification in estimating the tendency for consumers to endorse pro-relationship behavior with regard to minor or severe transgressions. The results show that highly fused consumers are more likely to undertake constructive coping strategies and are less likely to engage in destructive coping strategies than are weakly fused consumers. The fusion × perceived severity interaction effect is found only for the exit coping strategy. Study Two assesses how consumer identity fusion influences consumers’ responses to personal-related versus societal-related brand transgressions. The findings demonstrate that the effect of consumer identity fusion is stronger than that of brand identification across different behavioral outcomes; it has a greater effect on participants’ relationship-serving responses to personal-related transgressions than to societal-related brand transgressions. However, the fusion × brand transgression types interaction effect is found only for exit responses. Finally, Study Three incorporates an additional self-affirmation manipulation to determine the interplay of consumers’ personal and social identities, aiming to disentangle the source of the motivational machinery needed for consumers’ pro-relationship behaviors. The findings underscore that highly fused consumers in the affirmation condition are less likely to exit the brand relationship than those in the no affirmation condition when facing personal-related brand transgressions, even though self-affirmation should reduce the negative effect of brand transgressions. Nevertheless, the expected relationships are not found for consumers’ change in brand evaluation and other behavioral measures. The findings of this research together suggest that consumer identity fusion is applicable for understanding connections between consumers and the brand relationship partner in consumer-brand relationships. Implications of these findings and directions for refinement and future research are discussed. / text

Background: Due to the growth of green markets, the phenomenon of greenwashing arises. This leads to consumers experiencing feelings of betrayal and having trust problems with the brand using this misleading tactic. Nevertheless, there is also literature indicating that some customers ignore this and do not alter their purchasing behavior by continuing to buy from these misbehaving brands. This can be explained by moral decoupling, which allows customers to separate their judgements of morality from their judgements of the company's performance. In addition to this, three further variables were analyzed, to comprehend this concept better. Purpose: This study's goal was to retest relationships established in previous research, concretely moral decoupling linked with brand identity fusion, purchase intention and the regulatory focus theory in the context of a greenwashing infraction. By retesting and further proving these, this study’s contribution would have been to propose the expansion of the moral decoupling model with the mentioned variables. Also, this study would expand the existing literature on causes of customer behavioral responses and bring light and study further the detrimental practice of greenwashing.  Method: The foundation of this study was previous literature, which helped construct three hypotheses that were tested via an online questionnaire that has 122 usable responses. In summary, this study follows a deductive approach using quantitative methods to fulfill the purpose of this explanatory, positivist research.  Conclusion: There was not enough evidence to support hypotheses 1 and 2. These stated that regulatory focus influences moral decoupling in a greenwashing context, promotion focus negatively and prevention positively, and that brand identity fusion influences moral decoupling positively in a greenwashing context. The third hypothesis stating that moral decoupling positively influences purchase intention was only proven in the English survey. The overall results contradict the findings of the literature this study is based on, meaning that future research is needed to reconcile these differences.

What motivates extreme pro-group action, such as heroism and self-sacrifice on the battlefield? Despite much scholarly attention in recent years, the question is yet to be fully explained. Recent research suggests that shared dysphoric experiences are one way of generating identity fusion, a visceral sense of 'oneness' between individual and group that has been shown to motivate willingness to fight and die for the group. Using two special populations - British and Brazilian football fans - this thesis investigates the causes and consequences of fusion. Football fan cultures are diverse, globally popular, and ripe for examining intergroup conflict. This thesis focuses on two related components of the 'shared dysphoria pathway' to fusion: emotional arousal (e.g. watching one's team suffer a particularly bitter defeat) and the sense of 'self-transformativeness' that ensues from intense, shared experiences. Across four studies, it is shown that for some individuals, sharing the agony of defeat can be emotionally and physiologically arousing to such a degree so as to transform their sense of personal identity. In turn, this leads to a more porous boundary between group and individual identities, i.e. individuals become 'fused' with their groups. Fused people are documented as engaging in some of the most extreme and potentially dangerous social behaviours we know. Two related consequences of fusion are examined: extreme pro-group action and outgroup hostility. Football hooliganism is a persistent, global problem, which is addressed in a fifth study. This thesis refutes past work suggesting that hooligans are social misfits, instead contending that hooligans are especially fused to their group and motivated to defend their 'brothers-in-arms', which results in outgroup violence. These findings suggest that a more thorough understanding of the causes and consequences of fusion could conceivably impact a great many areas, perhaps most importantly conflict resolution and policies relating to intergroup conflict.

This thesis examines the relevance of animal symbolism for group cohesion within Vendel- and Viking Age warrior groups. Late Iron Age Scandinavia (c. 550-1050) saw increased political centralization where leading figures would legitimize and maintain their authority by forming and maintaining warrior groups. Animal symbolism is examined with regards to its role in stimulating processes of 'ingroup identification and identity fusion, which are likely to have been of vital importance in facilitating cohesion within ancient Scandinavian warrior groups. Literary, historical and archaeological sources are examined and compared in order to identify independently reoccuring phenomena, which collectively provide indications about the martial ideologies and practices of the Vendel- and Viking periods. Animals were used as identifying symbols for specific individuals, groups and organizations which could hade served to identify group members and hightlight the distinctiveness of ingroups in order to stimulate cooperation. Particular animals such as ravens were used by Scandinavian leaders in order to indicate martial competency and connections to the god Odin. Both of these functions would have increades the warrior bands' confidence in, and presumably loyalty towards their commanders. Animal symbolism was likely used by some warrior groups in the assumption of therianthropic identities. Conceptions of therianthropy could have stimulated identity fusion by cultivating specific personality traits, providing ideological motivations for violent actions, enhancing actual or perceived combat performance and by distinguishing therianthropic warriors from the rest of society. The relevant forms of animal symbolism would have coexisted to various degrees withing the same or similar ideological frameworks with Odin as a reoccuring and significant - but not necessarily essential - central figure.

The literature on rebel cohesion/fragmentation currently presents valid macro-level explanations for rebel group cohesion/fragmentation, yet no model currently exists exploring non-utility-based motivations regulating pro-group behaviour. This thesis tests the assumptions of a novel social psychological framework – Identity Fusion Theory – on rebel cohesion. Using a primarily quantitative approach applying a logistic regression model to primary data gathered on the Syrian Civil War, and a smaller qualitative element comparing groups with “fused” and “non-fused” memberships during the war, the thesis tests the hypothesis that “groups with highly fused memberships will be less likely to fragment during the course of a civil war than groups with non-fused memberships”. The results of the analysis show a strong, positive relationship between fused memberships and rebel cohesion. The results of the thesis are to some extent limited by potential omitted variable bias (suggested by high R2 values) and the use of Syria as the only population from which to sample. Nevertheless, the relatively large number of observations in the dataset (63) as well as heterogenous nature of groups involved suggest the findings are generalisable. In conclusion, we did find a positive relationship between fusion and rebel group cohesion. The main implications of this thesis being that future academic research may benefit from focusing on social psychological factors when examining rebel dynamics while policymakers potentially shape better responses to insurgencies and rebellions.