in LiveJournal

Disidentifying yourself: … from all the things that you are not is a common practice, says Boston University professor C.B. Bhattacharya re: a new study that says people don’t just self-perceive based on groups they like.

“By focusing on business practices such as environmental records, sweatshop operations or discriminatory hiring and the like, watchdog organizations and the media can heighten the role that organizational disidentification plays in our lives — which, in turn can have powerful consequences both in terms of speaking out against the organization and buying its products … In the long run, this should result in organizations being more socially responsible.”

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