The self-importance moral identity

Abstract

Recent theorizing in moral psychology extends rationalist models by calling attention to social and cultural influences (J. Haidt, 2001). Six studies using adolescents, university students, and adults measured the associations among the self-importance of moral identity, moral cognitions, and behavior. The psychometric properties of the measure were assessed through an examination of the underlying factor structure (Study 1) and convergent, nomological, and discriminant validity analyses (Studies 2 and 3). The predictive validity of the instrument was assessed by examinations of the relationships among the self-importance of moral identity, various psychological outcomes, and behavior (Studies 4, 5, and 6). The results are discussed in terms of models of moral behavior, social identity measurement, and the need to consider moral self-conceptions in explaining moral conduct.

Full text

The Self-Importance of Moral Identity
Karl Aquino
University of Delaware Americus Reed, II
University of Pennsylvania
Recent theorizing in moral psychology extends rationalist models by calling attention to social and
cultural influences (J. Haidt, 2001). Six studies using adolescents, university students, and adults
measured the associations among the self-importance of moral identity, moral cognitions, and behavior.
The psychometric properties of the measure were assessed through an examination of the underlying
factor structure (Study 1) and convergent, nomological, and discriminant validity analyses (Studies 2 and
3). The predictive validity of the instrument was assessed by examinations of the relationships among the
self-importance of moral identity, various psychological outcomes, and behavior (Studies 4, 5, and 6).
The results are discussed in terms of models of moral behavior, social identity measurement, and the need
to consider moral self-conceptions in explaining moral conduct.
The only thing necessary for the triumph of evil is for good men to do
nothing.—Edmund Burke, Thoughts on the Cause of the Present
Discontent
An ongoing question in the study of moral behavior is when and
why people act in the service of human welfare. One of the most
influential theoretical approaches for answering this question is the
cognitive–developmental model initially proposed by Piaget
(1932) and later extended by Kohlberg (1971) and others (Rest,
1979). The central tenet of this model is that the sophistication of
a person’s moral reasoning predicts his or her moral behavior (cf.
Haan, Smith, & Block, 1968; Kohlberg, 1969, 1984; Kohlberg &
Hersh, 1977; Kohlberg, & Kramer, 1969), and, indeed, there is
evidence supporting this hypothesis (Gibbs, Basinger, & Fuller,
1992; Rest & Navarez, 1994). Kohlberg never claimed or implied
that competent moral reasoning is sufficient to explain moral
behavior, only that it helps to inform moral behavior. However, it
is difficult to argue with the fact that moral reasoning is central to
his framework. More recently, moral psychology has begun to
focus on other influences besides moral reasoning (cf. Haidt,
2001). For example, the sociocognitive model (Bandura, 1999;
Bandura, Barbaranelli, Caprara, & Pastorelli, 1996) argues that
moral standards and self-sanctions are important predictors of
moral behavior. Although Kohlberg identified a variety of impor-
tant mechanisms beyond moral reasoning, such as ego controls
(Kohlberg & Candee, 1984), one key difference between the
cognitive–developmental model and the sociocognitive model is
that the former emphasizes moral reasoning, whereas the latter
emphasizes self-regulatory mechanisms. Both aspects are impor-
tant because in the absence of self-regulatory mechanisms, the
ability to engage in complex moral thinking may have less of an
effect on behavior. This article attempts to build on both the
cognitive–developmental model and the sociocognitive approach
by measuring and examining a psychological construct referred to
as moral identity.
Moral identity has been described as one kind of self-regulatory
mechanism that motivates moral action (e.g., Blasi, 1984; Damon
& Hart, 1992; Erikson, 1964; Hart, Atkins, & Ford, 1998). Al-
though the term moral identity has been used before, earlier
discussions have not fully explored the possibility that people’s
moral identity may consist of collectively shared, moral charac-
teristics (for exceptions, see Lapsley & Lasky, 2001; Walker &
Pitts, 1998). We propose that, like other social identities people
embrace, moral identity can be a basis for social identification that
people use to construct their self-definitions. And like other iden-
tities, a person’s moral identity may be associated with certain
beliefs, attitudes, and behaviors (Cheryan & Bodenhausen, 2000;
Forehand, Deshpande´, & Reed, in press; Shih, Pittinsky, & Am-
bady, 1999), particularly when that identity is highly self-
important. This article incorporates these premises into the defi-
nition of moral identity by grounding the construct in both self-
concept and social identity theories (Tajfel, 1959; Tajfel & Turner,
1979; Turner & Oakes, 1986). First, empirical evidence supporting
a definition of moral identity is presented. Second, an explicit
measure of the self-importance of moral identity is developed, and
evidence for its construct validity is offered. Third, relations
among moral identity, moral cognition, and moral behavior are
tested.
Karl Aquino, Department of Management, College of Business, Uni-
versity of Delaware; Americus Reed, II, Department of Marketing, The
Wharton School, University of Pennsylvania.
This research was partially funded by a College of Business Adminis-
tration Summer Research Grant awarded to Karl Aquino. Both authors
contributed equally to this article. Order of authorship is alphabetical. We
thank Kurt Aquino, Daniel Berger, Sally Blount-White, Kris Byron, Shelly
Farnham, Mark Forehand, Jennifer Gregan-Paxton, Steve Hoch, Rebecca
Hochstein, Wes Hutchinson, Steve Grover, Stephanie Jen, Velitchka
Kaltcheva, Nancy Kim, Karen Reed, Stewart Shapiro, Nicole Walkinshaw,
Cassandra Wells, and Patti Williams for either administrative and data
collection assistance or comments on a draft.
Correspondence concerning this article should be addressed to Americus
Reed, II, Department of Marketing, The Wharton School, University of
Pennsylvania, 700 Jon M. Huntsman Hall, 3730 Walnut Street, Philadel-
phia, Pennsylvania 19104-6340. E-mail: amreed@wharton.upenn.edu
Journal of Personality and Social Psychology Copyright 2002 by the American Psychological Association, Inc.
2002, Vol. 83, No. 6, 1423–1440 0022-3514/02/$5.00 DOI: 10.1037//0022-3514.83.6.1423
1423

THEORETICAL BACKGROUND
The Self and Identity
Erikson (1964) proposed that an identity is rooted in the very
core of one’s being, involves being true to oneself in action, and is
associated with respect for one’s understanding of reality. Erik-
son’s (1964) view of an identity as being true to oneself in action
is echoed in Hart et al.’s (1998) definition of moral identity as “a
commitment to one’s sense of self to lines of action that promote
or protect the welfare of others”(p. 515). Work in the area of
developmental models of self-identity has suggested that identity
includes some elements of the ideal self and functions as the ideal
principle of action (Blasi, 1984, 1993). For example, Blasi (1984)
made several assertions about moral identity that are also assumed
in this article. First, he argued that people’s moral identities can
vary in content. This means that whereas one person may see being
compassionate as central to his or her moral identity, another may
emphasize being fair and just. Blasi’s (1984) analysis suggests that
even though there may be several nonoverlapping moral traits that
compose each unique person’s moral identity, there exists a set of
common moral traits likely to be central to most people’s moral
self-definitions.
Blasi’s (1984) second assertion is that being a moral person may
be but need not be a part of a person’s overall self-definition. This
means that the ideal of being a good or moral person may occupy
different levels of centrality in peoples’self-concepts. This asser-
tion does not necessarily contradict Erikson’s (1964) view that
identity is rooted at the very core of one’s being; rather, it suggests
that having a particular identity is not an either–or proposition.
Instead, the self-importance of a given identity may change over
time (Hart et al., 1998), and, consequently, so too might its
motivational strength. Although the self-importance of one’s moral
identity may change, what remains central to Blasi’s (1984) view
is that in the absence of a strong moral identity, the ability to
execute complex moral judgments and present moral arguments is
not necessarily a required antecedent of moral behavior. The
primacy of moral identity in motivating moral conduct was more
strongly asserted by Damon and Hart (1992), who stated that
“there are both theoretical and empirical reasons to believe that the
centrality of morality to self may be the single most powerful
determiner of concordance between moral judgment and con-
duct.... People whose self-concept is organized around their
moral beliefs are highly likely to translate those beliefs into action
consistently throughout their lives”(p. 455).
In sum, prior theory and research on moral identity have clearly
linked this construct to moral behavior. Unfortunately, there have
been relatively few attempts to measure the self-importance of
moral identity and empirically test its relationship to moral cog-
nition and behavior. One reason for this is the dearth of reliable
measures of moral identity consistent with the conceptual defini-
tions proposed in the literature. For example, Hart et al. (1998)
operationalized moral identity as the willingness to volunteer for
community service. In doing so, they acknowledged that this
measure inadequately captures the degree to which the commit-
ment to help others is connected to the sense of self and identity.
There have also been few attempts to conceptualize the self-
importance of moral identity as being organized around specific
moral traits and as having theoretical properties similar to other
kinds of social identities a person may adopt.
Moral Identity as a Parameter of Social Identity
Every individual has the capacity to identify with others on a
multitude of variables, including but not limited to shared traits,
common familial bonds, or similar interests. These variables may
be abstracted to higher order social identities linked to avocational,
political, religious, or ethnic groups (Deaux, Reid, Mizrahi, &
Ethier, 1995). Together, the many social identities that people
possess constitute their social self-schema, defined as an organized
and unique knowledge structure in memory that links social iden-
tities to the self (Markus, 1977). The social self-schema organizes
one’s social identities and directs attention to new self-relevant
information. This general tendency to differentially process self-
relevant information has been shown to occur for diverse charac-
teristics such as gender (Skitka & Maslach, 1996), mathematical
aptitude (Lips, 1996), and other kinds of personality traits (Fekken
& Holden, 1992). Thus, it seems reasonable to suggest that self-
conceptions can also be organized around moral characteristics
and that moral identity is another potential social identity that may
be a part of a person’s social self-schema.
Moral identity is defined in this article as a self-conception
organized around a set of moral traits. The definition of moral
identity presented here is trait specific and based on recent social–
cognition-oriented definitions of the self. Hence, moral identity is
viewed in this study as linked to specific moral traits, but it may
also be amenable to a distinct mental image of what a moral person
is likely to think, feel, and do (Kihlstrom & Klein, 1994). There-
fore, although moral identity is rooted in a trait-based conceptu-
alization, it is presumed that a person’s moral identity may have a
social referent that could be a real membership group (e.g., fellow
Peace Corp volunteers), an abstracted ideal, (e.g., God), a known
individual (e.g., Big Brother in a mentoring program), an unknown
individual (e.g., Mother Teresa)—or any social construction. As
long as the person attempts to see the world in terms of the
proscriptive implications of moral characteristics linked to that
social construction, it is hypothesized that the person has adopted
moral identity as part of his or her social self-schema (cf. Reed,
2002).
Extending the Link Between Moral Identity
and Moral Action
The definition of moral identity as being organized around
specific moral traits has several advantages over other ways of
describing a social identity. One advantage hearkens back to
Blasi’s (1984) thesis that some traits (e.g., being honest, compas-
sionate, or loyal) may be more central to a person’s self-concept
than others (e.g., being generous or forgiving). A benefit of adopt-
ing a trait-based definition of moral identity is that it capitalizes on
the psychological phenomenon of spreading activation (cf. J. R.
Anderson, 1983) by assuming that moral traits form part of a
network of connected components (cf. Kihlstrom & Klein, 1994).
Consequently, to measure moral identity, it should not be neces-
sary, in principle, to discover the entire universe of traits that might
compose a person’s unique moral identity. Rather, all that is
needed to invoke and subsequently measure the self-importance of
1424 AQUINO AND REED

a person’s moral identity is to activate a subset of moral traits that
are linked to other moral traits that may be more central to a
particular person’s self-concept (cf. Kihlstrom & Klein, 1994).
Another advantage of the trait-based definition is that it provides
a way of addressing a methodological limitation of the extant
social identity literature; namely, that social identities have typi-
cally been operationalized at such a high level of abstraction (e.g.,
ethnicity, gender, political affiliation) that they often collapse
multiple identities. People possess multiple social identities that
become more or less salient in different contexts (e.g., Abrams,
1994; Giles & Johnson, 1987; Hinkle & Brown, 1990; Hogg, 1992;
Turner, Hogg, Oakes, Reicher, & Wetherell, 1987). By evoking
abstract social identities (e.g., ethnicity), one may unknowingly
invoke others (e.g., political identity) that share common charac-
teristics. In contrast, the definition of moral identity presented here
and the instrument developed to measure its self-importance are
organized around specific traits that have been empirically shown
to be associated with what it means to be a moral person. For this
reason, it is expected that a trait-based approach for measuring
moral identity is less likely to invoke overlapping identities be-
cause it is content specific.
Finally, it was noted earlier that Erikson (1964) considered
being authentic to oneself in how one behaves as another aspect of
identity. This argument implies that people with a strong moral
identity should strive to maintain consistency between conceptions
of their moral self and their actions in the world. Several other
writers have made a similar claim (Blasi, 1984; Hart et al., 1998;
Younis & Yates, 1999). The definition of moral identity proposed
here implies that if the identity is deeply linked to a person’s
self-conception, it tends to be relatively stable over time. However,
this does not mean that moral identity is a personality character-
istic. Like other social identities that make up a person’s social
self-schema, it can be activated or suppressed by contextual,
situational, or even individual-differences variables (Forehand et
al., in press). Moral identity may also assume greater or lesser
importance over time as a function of socioemotional maturity and
life experience (Hart et al., 1998). Nevertheless, it is presumed that
the stronger is the self-importance of the moral traits that define a
person’s moral identity, the more likely it is that this identity will
be invoked across a wide range of situations and the stronger will
be its association with moral cognitions and moral behavior.
Distinguishing Moral Identity From Moral Reasoning
Moral identity does not supplant the cognitive–developmental
model or the idea of moral reasoning as a predictor of moral action.
Rather, it complements this approach by identifying a social–
psychological motivator of moral conduct. However, moral iden-
tity differs from moral reasoning in that one’s level of cognitive
sophistication is not the key theoretical element of the former.
According to Kohlberg (1969), engaging in moral behavior de-
pends to some degree on both cognitive and perspective-taking
abilities, a presumption that has been supported by studies showing
positive relationships between IQ and perspective-taking skill and
moral maturity (Rest, 1979). In contrast, according to the defini-
tion presented here, the motivational driver between moral identity
and behavior is the likelihood that a person views certain moral
traits as being essential to his or her self-concept. Although some
have argued that there is no theoretical reason to presume that
having low cognitive or perspective-taking ability impedes this
process (cf. Haidt, 2001), there is reason to believe that the ability
to conceptualize consistent traits that determine a stable self does
require a certain level of cognitive sophistication and an under-
standing of personality (cf. Selman, 1980). Nevertheless, the con-
ception of moral identity proposed here views cognitive ability, as
measured by indices such as IQ, as being relatively less important
than does the cognitive–developmental model.
In sum, although moral reasoning and cognitive moral develop-
ment are important variables for explaining moral behavior, they
are only part of the story. Imagine a person who comes to truly
believe that a set of moral ideals is an essential part of who he or
she is; indeed, it defines his or her ideal self. This thought exercise
might conjure up exemplars such as Mother Teresa, Martin Luther
King, or Jesus Christ. What is curiously absent from previous
analyses of moral behavior and moral character is an explicit
consideration of the individual’s self-concept and social identity.
This omission is theoretically relevant because without a direct
implication to the self-concept, moral reasoning, moral cognition,
or even a feeling of goodwill need not necessarily lead to moral
action. On the basis of the aforementioned conceptual arguments,
the following sections describe a series of studies designed to
further develop the construct of the self-importance of moral
identity and demonstrate its ability to predict moral cognitions and
behavior.
PHASE 1: MEASURING MORAL IDENTITY
Pilot Study 1: Trait Identification
To measure moral identity as defined here, it was first necessary
to identify a set of traits that could reliably invoke this identity.
This was the purpose of Pilot Study 1. It is important to note that
these traits are used only as salience induction stimuli. In other
words, on the basis of the earlier argument that moral traits form
an associative network for the higher order construct of moral
identity, it is presumed that the complete set of traits that make up
a person’s unique moral identity need not be identified to invoke
that identity. All that is required is that some of the trait stimuli
used to make a person’s moral identity salient are linked to other
traits that form part of that person’s self-conception.
There is empirical evidence supporting the notion that tapping
certain trait stimuli can invoke a broader associative network of
related traits. Past research has shown that stimulus cues such as
words can heighten the salience of a particular social identity
(Chatman & von Hippel, 2001; Forehand et al, in press; Hong,
Morris, Chiu, & Benet-Martı´nez, 2000). Recent research in natu-
ralistic moral conceptions and moral character has begun to iden-
tify key moral traits and the moral–cognitive prototypes they
represent (Lapsley & Lasky, 2001; Walker & Pitts, 1998). Simi-
larly, through an inductive process, in Pilot Study 1 we sought to
identify a set of traits that many people may consider to be
characteristic of a moral person. We then used these traits as
identity-invoking stimuli in subsequent studies, recognizing that
they do not compose an exhaustive set of traits that all persons in
all places would consider as being central to their unique moral
identities.
One hundred sixteen male and 112 female undergraduate busi-
ness students at the University of Delaware participated in the trait
1425
MORAL IDENTITY

identification pilot study in partial fulfillment of a research re-
quirement. Average age in years was 20.4 (SD ⫽2.3). Of those
reporting demographic data, 10 were African American, 4 were
Asian or Pacific Islander, 202 were Caucasian, 1 was Hispanic,
and 11 responded “other.”They were asked to think of personal
traits, characteristics, or qualities that a moral person possesses.
Participants were then asked to list as many as they could in an
open-ended response format. This procedure resulted in the iden-
tification of 376 nonoverlapping moral traits, characteristics, or
qualities. A content analysis of the traits was conducted in which
undisputed, synonymous traits were combined. This procedure
reduced the list to 19 distinct traits: caring,compassionate,con-
scientious,considerate,dependable,ethical,fair,forgiving,
friendly,generous,giving,hardworking,helpful,honest,kind,
loyal,religious,trustworthy, and understanding.
Prior theory in social cognition (Kihlstrom & Cantor, 1984)
suggests that several traits should be included as stimuli to increase
the likelihood of activating the network mapping onto a person’s
moral identity. In addition, to ensure that the traits mapped pri-
marily onto moral identity and not some other social identity, it
was desirable to select only those traits that a reasonable percent-
age of respondents identified as being characteristic of a moral
person. To balance breadth and precision, we selected as stimuli
only traits that were mentioned by at least 30% of the respondents.
This threshold resulted in the selection of the following nine traits:
caring,compassionate,fair,friendly,generous,helpful,hardwork-
ing,honest, and kind.
At this point, it can be argued that these nine traits are not the
only ones that are characteristic of a moral person. Furthermore,
one could argue that some of the nine selected traits are not even
essential for being a moral person. In response, we reemphasize
that the goal of Pilot Study 1 was not to generate an exhaustive list
of traits that map onto every person’s moral identity. It is possible
that data collected from a different sample might have yielded the
selection of a slightly different set of traits. However, the concep-
tual premise that underlies the current definition of moral identity
requires merely that the selected traits invoke a set of associations
with other traits that are aligned with a person’s moral self-
concept. These traits may be the nine traits listed above, or they
might include others that are more relevant to a particular individ-
ual. Having said this, we should also note that the traits selected
were identified through an inductive process and were recognized
by a reasonably large proportion of respondents as being charac-
teristic of a moral person. The traits also appear to have content
validity, as they correspond to many of the traits that moral
educators (e.g., Bennett, 1991; Damon, 1977) and character-
building organizations (e.g., Character Counts Coalition) have
identified as defining a person of character. Furthermore, the traits
identified closely correspond to other research that has investi-
gated moral–cognitive prototypes (Lapsley & Lasky, 2001;
Walker & Pitts, 1998). Nevertheless, we decided that we should
obtain further evidence that these nine traits have sufficient content
validity as identity-invoking stimuli. This was the purpose of Pilot
Study 2.
Pilot Study 2: Trait Validation
Method
The sample consisted of three groups of people who had varying levels
of educational, work, and life experience. One group consisted of master’s
of business administration (MBA) students at the University of Chicago.
The second group consisted of high school students from a South Florida
high school. The third group consisted of undergraduates enrolled in a
physics course at the University of Delaware. Table 1 shows descriptive
statistics for each sample.
Participants in each group were presented a list of the nine moral traits
identified in Pilot Study 1 and were asked to indicate on a scale ranging
from 1 (absolutely unnecessary)to5(absolutely necessary) the extent to
which they believed it is necessary for someone to possess each of the
characteristics to be considered a moral person. For comparison purposes,
two traits—selfish and ruthless—believed to possibly be characteristic of
an immoral person were also included, as was the trait distant, which
should be viewed as being fairly neutral in judgments of moral character.
Results and Discussion
The mean ratings for each of the nine moral traits as well as the
comparison traits are shown in Table 2. On average, this diverse
group of respondents judged all of the moral traits to be above the
midpoint of the scale, indicating that a fair number of the respon-
dents considered the traits as being necessary for describing a
moral person. The traits were judged as being considerably more
necessary than those presumed to be either less moral (ruthless,
selfish) or fairly neutral (distant). On the basis of these results, it
is justifiable to include all nine traits as salience-inducing stimuli.
Table 1
Pilot Study 2: Samples Used and Descriptive Statistics
Sample
Gender Age
RaceFemale Male MSD
University of Chicago MBAs
(n⫽57) 21 38 30.0 4.7 White ⫽37, African American ⫽3,
Asian ⫽14, Hispanic ⫽1,
Middle Eastern ⫽1, other ⫽1
High school students
(n⫽46) 28 19 17.7 0.6 White ⫽17, African American ⫽15,
Asian ⫽1, Hispanic ⫽11,
Native American ⫽1, other ⫽1
University of Delaware
undergraduates
(n⫽34)
7 28 20.1 2.2 White ⫽27, African American ⫽1,
Asian ⫽2, Native American ⫽1,
Middle Eastern ⫽1, other ⫽2
Note. MBA ⫽master’s of business administration.
1426 AQUINO AND REED

The instrument developed to measure the self-importance of these
traits (i.e., moral identity) is described in the next section.
Study 1: Instrument Development
Two pilot studies identified a set of traits that may reliably
activate a person’s moral identity. This section describes the de-
velopment of a scale to measure the self-importance of these traits.
Item construction was based on the following theoretical proper-
ties of identity described by Erikson (1964): (a) Identity is rooted
in the very core of one’s being, and (b) identity means being true
to oneself in action. These two aspects of moral identity follow a
long tradition of social–psychological research that posits both
private and public dimensions of the self (cf. Fenigstein, Scheier,
& Buss, 1975; James, 1890/1950; Schlenker, 1980). For example,
theorists have argued that general self-awareness may be charac-
terized by distinct processes of introspection to one’s inner
thoughts and feelings (i.e., an internal aspect of identity) and a
general sensitivity to the self as a social object that has an effect on
others (i.e., a socially situated self; cf. Fenigstein et al., 1975).
Seven items were adapted from previous instruments purported
to measure the self-importance of ethnic identity (e.g., Larkey &
Hecht, 1995). Six additional items were developed to assess a
range of actions that might represent socially symbolic demonstra-
tions of one’s moral identity (see Table 3). The psychometric
properties of these items were assessed in two samples. In the first
sample, we examined the underlying factor structure of the items
using exploratory factor analysis (EFA). We then cross-validated
the resulting factor structure in a second sample using confirma-
tory factor analysis (CFA).
EFA
Method
Sample and procedure. The sample consisted of 363 undergraduate
students from three universities. One hundred forty-four respondents were
business students at the University of Delaware,
1
193 were business
students at the University of Florida, and 26 were business students from
Morehouse College enrolled in a marketing research class. The University
of Delaware and University of Florida samples completed the question-
naire as partial fulfillment of a research requirement. The Morehouse
College students completed the survey as part of a classroom exercise. Of
those reporting their gender, 200 were male and 161 were female. They
averaged 19.70 (SD ⫽3.30) years of age. Of those providing information
about their ethnicity, 255 identified themselves as Caucasian, 54 as African
American, 20 as Asian, 23 as Hispanic, and 1 as Native American. In both
the University of Delaware and the University of Florida samples, partic-
ipants completed the questionnaire in the Department of Marketing’s
behavioral lab. Participants in the Morehouse College sample completed
the survey in class. All course instructors who administered surveys were
unaware of the goals of the study.
Measures. The nine stimulus traits and the 13 items assessing their
self-importance were used to measure moral identity (see Table 3). The
stem question for the survey was as follows:
Listed below are some characteristics that may describe a person [list
of nine traits]. The person with these characteristics could be you or
it could be someone else. For a moment, visualize in your mind the
kind of person who has these characteristics. Imagine how that person
would think, feel, and act. When you have a clear image of what this
person would be like, answer the following questions.
Participants answered the 13 items shown in Table 3 using a 5-point Likert
scale (1 ⫽strongly disagree,5⫽strongly agree).
Results and Discussion
A principal-components analysis with varimax rotation was
conducted on the items composing the moral identity instrument.
The results are also shown in Table 3.
Inspection of the eigenvalues, scree plot, and factor loadings
showed that two factors underlie these items. The following cri-
teria were used to determine whether an item loaded on its under-
lying factor: (a) The item had to have a factor loading of .50 or
better on one factor, (b) the item had to have a loading of less than
.40 on the second factor, and (c) the cross-loading differential
across the two factors had to be less than .20. Eleven items met
these criteria. The first factor consists of six items tapping the
degree to which the traits are reflected in the respondent’s actions
in the world, referred to hereafter as Symbolization. The second
factor consists of five items tapping the degree to which the moral
traits are central to the self-concept, referred to hereafter as Inter-
nalization. These items were averaged into scales that showed
acceptable internal consistency reliabilities of .77 and .71 for
Symbolization and Internalization, respectively. This two-factor
model was cross-validated using a new sample.
CFA
Method
The sample for this CFA consisted of adult community residents located
throughout the United States. The community residents were all alumni of
the University of Delaware’s College of Business and Economics. A list of
names and contact information for 927 alumni was provided by the
college’s alumni office. Mail surveys were sent to persons on the list who
reported a United States address. The moral identity measure was part of
a more comprehensive survey assessment that included several other
measures that were not of direct interest in the present research. The survey
included a cover letter explaining that the purpose of the study was to
assess people’s beliefs about engaging in certain activities. The letter
informed respondents that all answers to the survey would remain confi-
1
This sample differed from the sample used to identify the traits that
define a moral person.
Table 2
Pilot Study 2: Validation of Moral Traits
Trait MSD
Caring 4.2 0.9
Compassionate 4.1 1.0
Fair 4.5 0.7
Friendly 3.6 1.2
Generous 3.5 1.1
Hardworking 3.5 1.2
Helpful 3.8 1.1
Honest 4.8 0.6
Kind 3.8 1.0
Ruthless 1.7 1.0
Selfish 1.5 0.8
Distant 2.0 0.8
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MORAL IDENTITY

dential. Of those who received the survey, 347 provided usable data on the
moral identity items (37% response rate).
Seventy percent of the respondents were female. Participants’average
age was 42.1 years (SD ⫽10.7), and their average years of work experi-
ence was 19.9 (SD ⫽11.1). Twenty-nine percent of respondents reported
working in executive level positions, 17% were upper level managers, 28%
were midlevel managers, 4% were first level supervisors, and 22% were
nonmanagerial employees. Ninety-six percent of the respondents were
White.
Results and Discussion
A CFA was performed on the alumni sample to cross-validate
the two-factor solution resulting from the EFA. LISREL 8.3
(Jo¨reskog & So¨rbom, 1993) was used to evaluate the fit of the
proposed model. The covariance matrix was used as input for the
CFA. Bollen’s (1989) recommendation to interpret multiple in-
dices of fit was followed. Thus, LISREL fit statistics were exam-
ined, including the chi-square test, root-mean-square residual
(RMSR), normed fit index (NFI; Bentler & Bonnet, 1980), good-
ness of fit index (GFI; Bentler, 1990), and comparative fit index
(CFI; Bentler, 1990).
The CFA showed that the two-factor model indicated by the
EFA fit the data reasonably well,
␹
2
(43, N⫽347) ⫽205.96, p⬍
.001, RMSR ⫽.04, GFI ⫽.90, CFI ⫽.87, NFI ⫽.84. However,
some of the fit statistics failed to reach the recommended levels
(Bollen, 1989). When a model fails to achieve a good fit, deleting
problematic indicators is the preferred solution (J. G. Anderson &
Gerbing, 1988). An inspection of modification indices and stan-
dardized residuals indicated that we could improve fit by deleting
the item “I often buy products that communicate the fact that I
have these characteristics.”After we deleted this item, all of the fit
statistics were well within acceptable ranges,
␹
2
(34, N⫽
347) ⫽85.46, p⬍.001, RMSR ⫽.03, GFI ⫽.95, CFI ⫽.95,
NFI ⫽.92. Furthermore, the parameter estimates for all the indi-
cators were significant.
We compared the revised two-factor model with a one-factor
model to see whether the moral identity items are better repre-
sented as tapping a single underlying construct. A chi-square
difference test indicated that the two-factor model fit the data
significantly better than did a one-factor model,
␹
2
(10, N⫽
347) ⫽302.77, p⬍.001. The items loading on their respective
factors were combined to form scales. The scales were modestly
correlated (r⫽.44, p⬍.001), and both showed acceptable
internal consistency reliabilities. Cronbach’s alphas were .73 and
.82 for the Internalization (M⫽4.6, SD ⫽0.4) and revised
Symbolization (M⫽3.1, SD ⫽0.8) scales, respectively.
The results of the CFA largely uphold the findings of the EFA,
with the exception of a single item measuring Symbolization.
Because the Symbolization scale was modified to a revised 10-
item scale on the basis of statistical considerations of model fit, it
was desirable to cross-validate the results in yet another sample.
Furthermore, examination of the convergent, nomological, and
discriminant validity of the revised explicit measure was also
warranted to provide additional evidence of construct validity.
2
These were the main purposes of Phase 2.
PHASE 2: ESTABLISHING CONSTRUCT VALIDITY
A scale demonstrates convergent validity if it is related to an
alternative measure of the same construct (Campbell & Fiske,
1959). Discriminant validity is shown when a scale is unrelated to
measures of conceptually dissimilar constructs. A measure dem-
onstrates nomological validity if it correlates in expected ways
with theoretically related measures. Although what follows is not
an exhaustive compilation of measures, each was chosen either
because it represents a construct that appears to be conceptually
2
An overview of these studies and the samples used for each is available
from Americus Reed, II.
Table 3
Principal-Components Analysis of Moral Identity Items
Item
Factor loading
Symbolization Internalization
1. It would make me feel good to be a person who has these characteristics. .00 .62
2. Being someone who has these characteristics is an important part of who I am. .22 .70
3. A big part of my emotional well-being is tied up in having these characteristics. .04 .21
4. I would be ashamed to be a person who has these characteristics. (R) ⫺.25 .59
5. Having these characteristics is not really important to me. (R) .08 .71
6. Having these characteristics is an important part of my sense of self. .40 .61
7. I strongly desire to have these characteristics. .32 .66
8. I often buy products that communicate the fact that I have these characteristics. .66 ⫺.02
9. I often wear clothes that identify me as having these characteristics. .67 ⫺.06
10. The types of things I do in my spare time (e.g., hobbies) clearly identify me as having these characteristics. .60 .26
11. The kinds of books and magazines that I read identify me as having these characteristics. .63 .09
12. The fact that I have these characteristics is communicated to others by my membership in certain organizations. .72 .16
13. I am actively involved in activities that communicate to others that I have these characteristics. .69 .22
Eigenvalue 3.86 1.92
% variance explained 29.7 14.8
Note. Numbers in boldface indicate high factor loadings. (R) ⫽reverse scored. Scale items are adapted from “A Comparative Study of African American
and European American Ethnic Identity,”by L. K. Larkey and M. L. Hecht, 1995, International Journal of Intercultural Relations, 19, p. 493. Copyright
1995 by Elsevier Science. Reprinted with permission.
1428 AQUINO AND REED

similar but not identical to moral identity as defined in this article
or because it is a construct presumed to differ conceptually. Ex-
amining the pattern of relationships among these measures and our
measure of moral identity allowed us to assess the nomological
and discriminant validity of the moral identity scale. Data from
five independent samples were used to assess convergent, nomo-
logical, and discriminant validity. Data from three of these samples
were used to conduct a second CFA. The samples are briefly
described below. Table 4 summarizes the demographic character-
istics of each sample.
Sample A
Fifty-three University of Pennsylvania undergraduates enrolled
in an introductory marketing class completed the moral identity
measure at the beginning of the semester. Approximately 6 weeks
later, they completed the same questionnaire along with several
others that were used to provide evidence of construct validity.
Students received course credit for their participation. Of the 53
students who completed the initial moral identity measure, 44
completed the measure 6 weeks later along with the other
questionnaires.
Sample B
One hundred undergraduates from the University of Washington
completed the moral identity measure on two occasions (with a
6-week interval) to fulfill a research requirement. On the second
occasion, students also completed several other questionnaires. Of
the students who completed the initial moral identity measure, 53
completed the measure 6 weeks later along with the other
questionnaires.
Sample C
Fifty-seven undergraduates from Georgia State University com-
pleted the moral identity measure on two occasions (with a 4-week
interval). On the second occasion, they also completed several
other questionnaires. Participants received course credit for their
participation. Of the students who completed the initial moral
identity measure, 51 completed the moral identity measure along
with other questionnaires.
Sample D
One hundred thirty-eight University of Pennsylvania undergrad-
uates enrolled in an introductory marketing class completed the
moral identity measure at the beginning of the semester. Four
weeks later, 124 of the original 138 participants completed an
implicit measure used to establish convergent validity (described
below). Students received course credit for their participation.
Sample E
Fifty-five students enrolled in two master’s level organizational
behavior classes at the University of Delaware completed the
moral identity measure prior to a class lecture on the role of
personality in organizations. Six weeks later, prior to conducting a
case analysis involving ethical decision making, they completed
Rest’s (1979) Defining Issues Test (DIT) to assess moral reason-
ing. We maintained the confidentiality of students’responses
by assigning code numbers to each survey. The scores on the
DIT were used by the instructor to assign students to groups for
a nongraded, in-class exercise that was unrelated to this study.
After the students completed both questionnaires, the aggregate
results were reported to them and used as the basis for a class
discussion on business ethics. Fifty-two students completed both
questionnaires.
Study 2: Convergent Validity Through Strength
of Moral Self-Associations
We are not aware of preexisting instruments that measure the
self-importance of moral identity. Therefore, as an initial assess-
ment of convergent validity, we developed a measure that taps
automaticity of moral associations to the self-concept. We ex-
pected that this measure would be positively correlated to both
Table 4
Construct Validity: Samples Used and Descriptive Statistics
Sample
Gender Age
RaceFemale Male MSD
A: University of Pennsylvania
undergraduates (n⫽44) 29 15 20.1 1.1 White ⫽27, African American ⫽1,
Asian ⫽13, Hispanic ⫽1,
Middle Eastern ⫽1, other ⫽1
B: University of Washington
undergraduates (n⫽53) 30 23 20.9 1.5 White ⫽31, African American ⫽2,
Asian ⫽17, Middle Eastern ⫽1,
other ⫽2
C: Georgia State University
undergraduates (n⫽51) 29 22 26.5 5.4 White ⫽25, African American ⫽19,
Asian ⫽3, Middle Eastern ⫽1,
other ⫽3
D: University of Pennsylvania
undergraduates (n⫽124) 71 66 19.4 0.9 White ⫽69, African American ⫽4,
Asian ⫽48, Hispanic ⫽7,
Middle Eastern ⫽2, other ⫽7
E: University of Delaware
MBAs (n⫽52) 16 39 29.1 6.0 White ⫽49, African American ⫽2,
Asian ⫽3, Middle Eastern ⫽1
Note. MBA ⫽master’s of business administration.
1429
MORAL IDENTITY

dimensions of the revised 10-item explicit measure of moral iden-
tity because past research suggests that implicit measures of ex-
plicit constructs tend to represent theoretically different but related
constructs (cf. Greenwald & Farnham, 2000, Experiment 1, p.
1,027). Hence, we expected a positive correlation because the
explicit measure of moral identity measures the self-importance of
the moral traits to a person’s self-concept and the implicit measure
assesses the nonconscious, automatic strength of association be-
tween a person’s self-concept and the moral traits identified in
Phase 1 (cf. Greenwald, McGhee, & Schwartz, 1998).
Method
Implicit Measure
The Implicit Association Test (IAT; Greenwald et al., 1998) is a general-
purpose procedure for testing the strength of automatic associations be-
tween target concepts. An implicit measure was developed because it
seemed reasonable to assume that many individuals would be motivated to
express that they possess the traits in question, either to please the exper-
imenter (Schlenker, 1980) or as a reflection of a more general self-
positivity bias (Taylor & Brown, 1988). Aside from providing convergent
validity evidence, an implicit measure that assesses the strength of asso-
ciation between moral traits and the self-concept would be less affected by
self-presentational concerns because such measures tend to be less ame-
nable to conscious control (Greenwald & Farnham, 2000; Greenwald et al.,
1998). Detailed descriptions of the IAT and analyses of its internal and
external validity exist elsewhere (Dasgupta, McGhee, Greenwald, &
Banaji, 2000; Greenwald & Farnham, 2000; Rudman, Greenwald, Mellott,
& Schwartz, 1999). For the sake of brevity, we do not duplicate these here
except to describe the experimental procedure used for the implicit mea-
sure. A more detailed description of the procedure is available from
Americus Reed, II.
Participants and Procedure
Sample D completed the 10-item explicit moral identity self-importance
measure. One month later, they completed the implicit measure. We
administered the implicit measure on computer by having participants
respond to two sets of items that represent a possibly associated concept
and an attribute pair (e.g., the 19 nonoverlapping traits from Pilot Study 1,
their antonyms, and the target concept of me vs. not me). Association
between the concept and attribute that share a response is inferred to be
stronger the faster that the participant can respond to randomized, alternate
pairings of counterbalanced attribute pairs and target concepts (Greenwald
& Farnham, 2000). Therefore, we measured the strength of association
among the original 19 moral traits identified in Pilot Study 1 by observing
the difference in speed between a condition in which the moral traits
(and their antonyms) and the me (not me) target concept were presented
together—typically fast—and a condition in which the moral traits (and
their antonyms) and the not me (me) target concept were presented—
typically slow. If the 10-item revised explicit measure of moral identity
was actually tapping the self-importance (of the moral traits) linked to a
person’s moral identity, then the explicit measure should be positively
correlated with a measure of the strength of association of the moral traits
to a person’s self-concept (i.e., the implicit measure described above).
Data Reduction
Data were retained only for the critical trial blocks. Consistent with
Greenwald et al.’s (1998) procedures, data reduction consisted of three
steps: (a) The first two practice trials of each data collection block were
dropped because of their typically lengthy latencies, (b) latencies greater
than 3,000 ms were recoded to 3,000 ms, and latencies less than 300 ms
were recoded to 300 ms, and (c) logarithm transformation was used to
normalize the distribution of the raw response latencies in each trial.
Results and Discussion
An initial analysis examined the effect of the order of the
condition in which the moral traits (and their antonyms) and the me
(not me) target concept were presented together and the condition
in which the moral traits (and their antonyms) and the not me (me)
target concept were presented together. This variable had no sig-
nificant effect on the average response latency of the critical trials.
Overall, and consistent with prior research using the IAT, partic-
ipants responded much more quickly when associating me (not me)
with the positive concepts, or moral traits (negative concepts, or
antonyms). The implicit association effect (mean latency for the
self ⫹negative—i.e., antonyms of the moral traits block—minus
mean latency for the self ⫹positive—i.e., the moral traits block)
was strong (Cohen’sd⫽1.31), F(1, 124) ⫽188.00, p⬍.001.
Supplementary analyses showed that sex of the participant did not
moderate the magnitude of the implicit association effect
(F⬍1.00).
Means for Internalization and Symbolization dimensions of the
10-item revised explicit measure of the self-importance of moral
identity are reported in Table 5, classified by sex. Analysis of
variance (ANOVA) of the explicit measure of moral identity
revealed that there was no effect of gender on Internalization but
a modest effect of gender on Symbolization. Consistent with
Study 1, the two measures of Internalization (Cronbach’s
␣
⫽.83)
and Symbolization (Cronbach’s
␣
⫽.82 ) were modestly corre-
lated (r⫽.41, p⬍.001). Internalization was correlated with the
implicit measure (r⫽.33, p⬍.001; N⫽124), but the implicit
measure was not correlated with Symbolization (r⫽.11, p⬎.20;
N⫽124). At first glance, the correlation between the implicit
measure and the Internalization dimension does not appear large in
magnitude. It is important to note, though, that the magnitude of
both these correlations is comparable to those found in other
research investigating the relationship between implicit and ex-
plicit measures of racial attitudes (McConnell & Leibold, 2001)
Table 5
Study 2: Measures of Explicit Moral Identity and Implicit
Measure of Strength of Association of Moral Traits
and Self-Concept Classified by Gender
Measure
Gender
Male
(n⫽60) Female
(n⫽64)
Implicit measure (ms)
M397.00 412.00
SD 254.00 219.00
Explicit moral identity
Internalization
M4.49 4.45
SD 0.60 0.49
Symbolization
M3.27
a
2.90
SD 0.82 0.68
Note. N ⫽124. p⬍.0001.
a
p⬍.01 is main effect of gender.
1430 AQUINO AND REED

and implicit and explicit measures of self-esteem (Greenwald &
Farnham, 2000). For example, Greenwald and Farnham (2000, p.
1,027) reported an average correlation of .17 (ranging between .11
and .27; N⫽145) between four separate explicit measures of
self-esteem and two separate implicit measures of self-esteem.
Additionally, the explicit measure in this study was taken 1 month
prior to the implicit measure, whereas in most research that tests
implicit and explicit measures, the measures are typically admin-
istered within cross-sectional designs (Greenwald & Farnham,
2000).
Taken together, these results provide some evidence for conver-
gent validity in that an alternative method of assessing the under-
lying strength of associations of the moral traits to a person’s
self-concept was positively correlated with the Internalization di-
mension of the explicit measure of moral identity. Additionally,
because the explicit measure of the self-importance of moral
identity used only a subset (9) of the moral traits used in the
implicit measure (the original 19 from Pilot Study 1), the positive
correlation in this study provides preliminary and indirect evidence
for the theoretical assertion that one need only include a subset of
trait stimuli to activate a person’s moral identity.
Study 3: Tests of Nomological and Discriminant Validity
Method
The associations between the explicit measure and scores on the follow-
ing instruments presumed to measure theoretically related constructs were
assessed to establish nomological validity. All of the measures described
below, with the exception of the DIT (Rest, 1979), were collected from
Samples A, B, and C. The DIT was collected from Sample E.
Nomological Validity Measures
Normlessness. A four-item (
␣
⫽.76) Normlessness Scale (Kohn &
Schooler, 1983) was used to measure people’s propensity to approve of
situations in which there is a high expectancy that socially unapproved
behaviors are required to achieve given goals. It is expected that this
construct should be negatively related to the self-importance of moral
identity because the core idea of normlessness is an individual-centered
viewpoint that certain people at certain times may not respect norms, may
not trust others to respect them, may not perceive that there is a consensus
with regard to appropriate behavior, and may be prepared to act in deviant
ways.
Religiosity. The relationship between religiosity and morality is com-
plicated and controversial. For example, although Walker and Pitts (1998)
found evidence that the moral-person concept is somewhat independent of
the religious moral concept, their data suggest that embodying the moral
traits identified in their study is central to what it means to be a “highly
religious person”(p. 408). Because moral identity is presumed to reflect
widely endorsed moral ideals and principles that may partially overlap with
certain religious values, one might expect a slightly positive but somewhat
weak relationship. The five-item Other Orthodox Christian Beliefs sub-
scale of Brown’s (1962) religiosity measure (
␣
⫽.74) was used to measure
the extent to which a person held various religious beliefs.
Sympathy. A defining characteristic of morality is that a person shows
concern for the needs and welfare of others (Eisenberg, 2000). Thus, it was
expected that, compared with those for whom the self-importance of moral
traits is not high, people who have a strong sense of the self-importance of
moral traits should report being more sympathetic toward helping others
who may be in need. The eight-item nurturance dimension (
␣
⫽.73) of the
Acceptance of Welfare Scale (Ahmed & Jackson, 1979) was used to
measure this orientation.
Negative reciprocity norm. The norm of negative reciprocity refers to
the principle that it is appropriate to retaliate against physical or symbolic
mistreatment (Gouldner, 1960). The norm endorses taking revenge against
those who cause injury. If moral acts further human welfare, it seems
reasonable to expect people with a strong moral identity to hold a less
favorable view of the norm of negative reciprocity because it has the
potential to cause harm or injury to another. This norm was measured with
nine items (
␣
⫽.93) developed by Eisenberger, Lynch, and Rohdieck
(2002).
Moral reasoning. Although moral reasoning is viewed as distinct from
moral identity in this article, the two constructs might be correlated if
people who have a strong moral identity are also more motivated to expend
cognitive resources when contemplating an ethical dilemma. If this argu-
ment is correct, then people with a strong moral identity may be more
likely to engage in sophisticated decision-making processes when faced
with an ethical problem, whereas people with a weak moral identity might
be satisfied with using simple decision heuristics. We examined this
possibility by using a short (three-dilemma) version of Rest’s (1979) DIT
to assess moral reasoning. The DIT is the most widely used measure of
cognitive–moral development, and hundreds of studies have validated its
reliability and usefulness (see the summary of research by Rest & Navarez,
1994). The Pscore was used to indicate the degree to which a person’s
level of moral reasoning approaches the principled level that Kohlberg
(1971) considered to be the highest level of moral reasoning (Rest, 1979).
If people with a strong moral identity expend more cognitive effort on
understanding and trying to resolve ethical dilemmas, then scores on the
DIT may be positively correlated with moral identity. Data from 5 of the 52
MBA student respondents, whose Mscore on the DIT, a measure of
whether respondents followed directions, exceeded the recommended cut-
off (Center for the Study of Ethical Development, 1993), were deleted for
the correlational analysis.
Discriminant Validity Measures
We assessed discriminant validity by examining relations between the
explicit moral identity measure and constructs presumed to be theoretically
unrelated. We expected that the 10-item explicit measure of the self-
importance of moral identity would produce low or negligible correlations
with the constructs listed below. Samples A, B, and C completed these
instruments.
Self-esteem. Rosenberg’s (1965) 10-item Self-Esteem Scale (
␣
⫽.85)
was designed to measure global feelings of self-worth or self-acceptance.
It was not hypothesized that moral identity is in any way dependent on
self-esteem; thus, it is expected that moral identity should not be related to
overall global self-esteem.
Locus of control. A 24-item measure of locus of control (Levenson,
1981) was administered. This measure (
␣
⫽.68) assesses three aspects: the
extent to which people believe that they have control over their own life,
the extent to which people believe that other persons control the events in
their life, and the extent to which people believe that chance affects their
experiences and outcomes. It was expected that moral identity would not be
related to locus of control.
Social anxiety. The six-item Social Anxiety subscale (
␣
⫽.83) of the
Public and Private Self-Consciousness Scale (Fenigstein et al., 1975) was
also administered. Intuitively, one does not expect moral identity to be
related to social anxiety because social anxiety is defined as a general
discomfort in the presence of others (i.e., salient real or imagined audien-
ces). Conceptually, this theoretical notion does not seem related to the
relative self-importance of moral traits as defined by the Internalization and
Symbolization measures of the explicit scale.
1431
MORAL IDENTITY

Results and Discussion
Prior to assessing convergent and discriminant validity, we
performed a second CFA to cross-validate the results of the CFA
reported in Study 1. Samples A, B, and C were combined for this
analysis. In these three samples, the responses of 210 participants
who completed the moral identity measure at Time 1 of the
test–retest design were analyzed. Following the same analytical
procedures described in Study 1, we used the sample covariance
matrix as data input. The CFA showed that the revised factor
model fit the data from the new sample very well,
␹
2
(34, N⫽
210) ⫽77.88, p⬍.001, RMSR ⫽.04, GFI ⫽.93, CFI ⫽.93,
NFI ⫽.88. The scales also showed acceptable internal consis-
tency, with Cronbach’s alphas of .77 and .76 for the Internalization
(M⫽4.5, SD ⫽0.5) and Symbolization (M⫽3.0, SD ⫽0.6)
measures, respectively.
Nomological and discriminant validity assessments were subse-
quently performed on these measures on the basis of the strong
results obtained in the second CFA. The correlations among the
two dimensions of the explicit measure of moral identity and the
similar and dissimilar measures are shown in Table 6.
The pattern of results generally conforms to the above predic-
tions. As expected, both dimensions of moral identity were more
modestly correlated with sympathy and negative reciprocity. How-
ever, the two dimensions showed a different pattern of correlations
to normlessness, religiosity, and moral reasoning. Whereas Inter-
nalization was more strongly correlated with normlessness and
moral reasoning than was Symbolization, the opposite is true with
regard to religiosity. The theoretical predictions made earlier were
also largely supported with regard to discriminant validity. Both
dimensions of moral identity showed weak or nonsignificant rela-
tionships to presumably unrelated constructs. The one exception is
that the Symbolization dimension was modestly correlated to
self-esteem.
In addition to assessing nomological and discriminant validity,
we also examined the test–retest reliability of the moral identity
instrument. The test–retest reliabilities for the Internalization and
Symbolization scales were .49 and .71 (n⫽148), respectively,
over a time interval that varied from 4 to 6 weeks, depending on
the sample. That these relationships are of modest magnitude
supports the general argument that moral identity is not a stable
trait and should not be treated as such. Rather, it may become more
or less salient in different contexts. What might determine the
extent to which this identity is stable across situations is the
presence of comparable or equivalent situational stimuli that make
the identity salient. It is also possible that certain personality traits
may influence its stability.
Lastly, the scales measuring the two dimensions of moral
identity were evaluated for their sensitivity to social desirability
response bias. Sixteen items (
␣
⫽.74) from Paulhus’s (1989)
scale were used to measure impression management. The scores
on this instrument were correlated to scores on the two moral
identity scales. The results showed that both Internalization (r⫽
.18, p⬍.05) and Symbolization (r⫽.26, p⬍.05) were weakly
related to impression management. This relationship, although not
extremely strong, suggests that the items on this scale may be
somewhat sensitive to self-presentation and impression manage-
ment concerns.
Taken together, the pattern of correlations reported above sup-
ports the construct validity of the 10-item explicit measure of the
self-importance of moral identity. It should be noted that these
relationships result from data collected at different points in time
over a period varying from 4 to 6 weeks. This time lag may
account for why the associations among theoretically related mea-
sures and moral identity are not stronger. Nevertheless, the fact
that they are not extremely strong supports the argument that moral
identity is distinct from these constructs.
PHASE 3: PREDICTING PSYCHOLOGICAL AND
BEHAVIORAL OUTCOMES
Phase 2 of this research provides evidence for the construct
validity of the explicit measure of moral identity. In Phase 3, we
examine the predictive validity of the measure by testing its
relation to several psychological and behavioral outcomes. These
outcomes include (a) the extent to which a spontaneous self-
concept description involves moral themes, (b) self-reported vol-
unteerism, and (c) the actual donation of food to help the needy.
Study 4: Moral Identity and the Emergence of a Moral
Spontaneous Self-Concept
McGuire, McGuire, Child, and Fujioka (1978) proposed that
particular group memberships are salient to a person if his or her
membership in that group is distinctive in the social environment.
For example, McGuire, McGuire, and Winton (1979) asked grade
school children to talk for a few minutes about themselves. Results
showed that girls from households in which their gender was in the
minority were more likely to mention gender than were girls from
households in which their gender made up the majority. This effect
is evidence of a construct termed the spontaneous self-concept
(McGuire et al., 1978, 1979). Similar effects were demonstrated in
another study in which the salience of ethnic identity was found to
affect informal self-descriptions (McGuire et al., 1978; see also
Forehand & Deshpande´, 2001; Forehand et al., in press; Grier &
Deshpande´, 2001). If the explicit measure of moral identity actu-
ally taps an aspect of the social self-schema that is organized
Table 6
Study 3: Correlations Among the Explicit Measure of Moral
Identity, Other Theoretically Related Constructs, and
Theoretically Unrelated Constructs
Comparison measure
Observed correlation
ISI⫹S
Theoretically related construct
Normlessness ⫺.27** ⫺.14 ⫺.23**
Religiosity .13 .27** .26**
Moral reasoning .32* .05 .22
Sympathy .32*** .27** .35***
Negative reciprocity ⫺.29*** ⫺.28** ⫺.34***
Theoretically unrelated construct
Self-esteem .07 .17* .16
Locus of control .02 ⫺.03 ⫺.01
Social anxiety .04 ⫺.01 .01
Impression management .18* .26* .27**
Note. N ⫽148. I ⫽Internalization; S ⫽Symbolization.
*p⬍.05. ** p⬍.01. *** p⬍.001.
1432 AQUINO AND REED

around moral traits, then one would expect that an open-ended
response to the directive “Describe yourself”is likely to elicit a
spontaneous self-description that reflects moral self-definitions
particularly for those who possess a strong internalized or sym-
bolized moral identity.
Method
Participants
A sample of 160 South Florida high school students participated in the
study. Their average age was 16.7 years (SD ⫽1.3). Among those
providing demographic information, 82 identified themselves as female
and 73 identified themselves as male. Sixty-nine reported their ethnicity as
Caucasian, 41 as African American, 5 as Asian or Pacific Islander, 24 as
Hispanic, 3 as Native American, 1 as Middle Eastern, and 6 as other.
Procedure
A high school teacher who was unaware of the study hypotheses col-
lected data at three time periods. Students were informed that participation
was voluntary and that they would not be penalized in any way for refusing
to participate.
Measures
At Time 1, students filled out the explicit moral identity measure. Two
months later, they completed seven weekly writing assignments. For one of
the writing assignments, they were asked to respond to the following
statement: “How would you describe yourself—discuss who you are as a
person, what is important to you and what qualities or characteristics do
you like/dislike about yourself. Write your response on the attached paper.”
Moral Self-Concept
Three undergraduate research assistants independently judged the spon-
taneous self-concept descriptions. Judges were asked to rate each descrip-
tion on a 7-point Likert scale (1 ⫽not moral,7⫽highly moral) to assess
the salience of moral self-definitions. Each judge was given the list of nine
traits and asked to examine them. Judges were then asked to read each
participant’s self-description and to give a rating of the self-description’s
moral intensity—that is, the extent to which the self-description holistically
reflected self-expression of the nine traits. The interrater reliability was
sufficient (Cronbach’s
␣
⫽.81). Judges’ratings were averaged to represent
the extent to which the person’s self-description was indicative of a highly
moral person through trait expression.
Results and Discussion
The results showed that both Internalization (M⫽4.0,
SD ⫽0.7, r⫽.39, p⬍.001) and Symbolization (M⫽3.0,
SD ⫽0.7, r⫽.28, p⬍.001) were significantly correlated with the
external judges’ratings of the moral content of the self-concept
descriptions. Although the magnitude of these correlations is mod-
est, it is important to keep in mind that the moral content of the
self-descriptions emerged even though participants could have
talked about absolutely anything in describing themselves. Thus,
of all the possible ways they could have presented themselves to
others, it appears that many chose a self-description that was
organized around moral characteristics. Further, the propensity to
do this was positively related to the explicit moral identity self-
importance measure that was taken some 2 months earlier. This
finding is consistent with prior research. Hart and Fegley (1995)
investigated the link between self-understanding and moral judg-
ment in a group of 30 minority individuals preidentified as com-
mitted to caring for others in the community. Their finding is
consistent with the results from Study 4 in that they found that
participants who were predetermined to be high on prosocial
dimensions were more likely to describe themselves in terms of
moral personality traits and goals, as compared with a matched
control group. Hence, the evidence presented in this study is
conceptually consistent with the idea that moral identity is indeed
one of the potential identities that may compose a person’s self-
schema (i.e., working self-concept; McGuire et al., 1978) and that
this identity is being tapped by the explicit measure developed in
this article.
Study 5: Moral Identity and Self-Reported Volunteerism
In the tradition of moral development theorists (e.g., Eisenberg,
2000; Gilligan, 1982), moral action is defined as social respon-
siveness to the needs of others. Given this definition, it is expected
that moral identity will predict the frequency with which people
engage in activities that benefit others. Furthermore, it is expected
that their psychological responses to having participated in these
activities will be influenced by the self-importance of their moral
identity, such that people who are high in moral identity will report
a stronger sense of having freely chosen to engage in these activ-
ities. The prediction is based on the assumption that people who
are high in moral identity are more likely to pursue moral actions
in the absence of external or social pressures to do so (Hart et al.,
1998). It is also predicted that these persons will derive greater
intrinsic satisfaction and a higher level of psychological involve-
ment in these activities because such actions are consistent with
their self-conceptions (Hart et al., 1998; Younis & Yates, 1999).
Method
Participants
Participants were from the University of Delaware alumni sample de-
scribed in Study 1 of Phase 1. Three hundred thirty participants from the
sample described in the CFA portion of Study 1 provided usable data on all
the variables for this study.
Measures
Moral identity. The revised 10-item instrument was used to measure
this construct. Cronbach’s alpha reliabilities were .70 and .80 for the
Internalization and Symbolization scales, respectively.
Self-reported volunteering. Participants were asked to indicate
whether they had ever participated in the following activities within the
last 2 years: volunteering at a local homeless shelter, helping feed the
hungry, organizing a food drive, mentoring troubled youth, and visiting
patients at a nursing home. These activities were selected because they are
acts that clearly promote human welfare. Participants answered “yes”or
“no”to this question. If they answered “no”to these particular activities,
then they were asked to list any similar activities that they may have
participated in within the last 2 years. If they reported engaging in any of
the activities the researchers presented or in similar activities that they
listed, then they were coded as having acted in the service of human
welfare within the last 2 years. The coding format for this variable was
therefore dichotomous (0 ⫽no, 1 ⫽yes).
Psychological responses to volunteering. If participants reported en-
gaging in the specific activities described to them by the researchers or in
1433
MORAL IDENTITY

other similar activities they identified, then they were asked several ques-
tions about their experiences with those activities. These questions assessed
(a) the amount of intrinsic satisfaction they derived from these activities,
(b) the extent to which their participation in these activities was voluntary,
and (c) the extent to which they felt deeply involved in those activities.
Unger and Kernan’s (1983) measure of perceptions of subjective leisure
was used to assess these psychological states. Respondents answered each
question on a 5-point Likert scale format (1 ⫽strongly disagree,5⫽
strongly agree). The Cronbach’s alpha reliabilities were .88, .77, and .74
for the measures of intrinsic satisfaction, voluntary choice, and level of
involvement, respectively.
Controls. Self-reported volunteerism may be influenced by social de-
sirability concerns. Furthermore, Phase 2 of this study suggests that the
explicit measure of the self-importance of moral identity may be suscep-
tible to social desirability response bias. Consequently, 16 items from
Paulhus’s (1989) measure of impression management were included in the
survey to control for this effect (
␣
⫽.80). Gender was included as a control
variable in the model because it has been suggested that women may be
more oriented toward an ethic of care than are men (Gilligan, 1982). As a
result, they may be more likely to volunteer for activities that contribute
directly to human welfare. This variable was dummy coded (0 ⫽male, 1 ⫽
female) such that male represented the reference category. Age was also
used as a control variable because people at different life stages may vary
in the amount of time they devote to volunteer activities. On the one hand,
a case can be made that as people get older and assume more responsibil-
ities, the amount of time they can allocate to volunteering decreases.
However, it may also be that once they reach a certain age and become
financially more secure, they are more willing and able to take time off
work to volunteer. Because the direction of the age effect is unclear and the
variable is not of direct interest in our study, no predictions are made about
its relation to volunteerism other than that it is a likely predictor that should
be used as a control prior to tests of the effects of moral identity.
Results and Discussion
A binary logit model was used to analyze participants’re-
sponses to the first dependent measure: whether they reported
engaging in activities that benefit human welfare over the last 2
years. Sixty-one percent of respondents reported having volun-
teered for some community service activity. The model predicting
volunteerism included age, gender, and a measure of impression
management as controls along with the independent variables of
Internalization and Symbolization. The means, standard devia-
tions, and correlations among all variables are shown in Table 7.
Table 8 shows the results of the logit and regression analyses.
There were significant effects for age, Internalization, and Sym-
bolization. The table shows that for every unit increase in Inter-
nalization, the odds that a person engaged in some volunteer
activity increased by 104%,
␹
2
(5, N⫽330) ⫽4.94, p⫽.02, and
for every unit increase in Symbolization, the odds that a person
engaged in some volunteer activity in the past 2 years increased by
75%,
␹
2
(5, N⫽330) ⫽8.15, p⫽.004.
3
For the second set of dependent measures, regression analyses
were performed on the three psychological states associated with
volunteering. Like the logit analysis, the models included age,
gender, and impression management as controls along with Inter-
nalization and Symbolization. These results are also presented in
Table 8.
The table shows significant effects for age (
␤
⫽⫺.16, p⬍.05)
and Symbolization (
␤
⫽.28, p⬍.001) on the intrinsic satisfaction
derived from the volunteer activities. As expected, the direction of
the effects shows that people who scored higher on the Symbol-
ization measure of moral identity were more likely to report a
higher level of perceived intrinsic satisfaction with their self-
reported volunteer activities in the past 2 years. There was a
significant effect for Internalization (
␤
⫽.32, p⬍.001) on the
extent to which participants felt that they had freely volunteered
for these activities. The direction of the effect indicated that people
who scored higher on the Internalization and Symbolization mea-
sures were more likely to report having freely chosen to engage in
volunteer activities. Finally, there was a significant effect for age
(
␤
⫽⫺.18, p⬍.01) and Symbolization (
␤
⫽.35, p⬍.001) on the
extent to which participants felt psychologically involved in the
activities.
Overall, the results of the model predicting self-reported volun-
teerism and the psychological reactions to such behavior are both
consistent with the theoretical predictions. However, with respect
to the psychological states associated with these activities, Sym-
3
The effect for age indicated that for every unit increase in age,
participants were 4.0%,
␹
2
(5, N⫽330) ⫽9.18, p⫽.002, more likely to
have engaged in some volunteering activity in the past 2 years.
Table 7
Study 5: Means, Standard Deviations, and Correlations Among Independent and Dependent Variables
Variable
␣
MSD123456789
Independent
1. Age 41.92 10.47 —.28*** .26*** ⫺.13* ⫺.02 .13* ⫺.13 .03 ⫺.18*
2. Female 0.69 0.46 —.01 ⫺.02 ⫺.10 ⫺.02 ⫺.03 ⫺.07 ⫺.08
3. Impression management .80 3.16 0.54 —.08 .14* .03 .08 .23** .02
4. Internalization .70 4.58 0.42 —.44*** .19** .01 .38*** .04
5. Symbolization .80 3.12 0.69 —.23*** .26*** .20** .33***
Dependent
6. Self-reported volunteerism 0.61 0.49 —.05 .31*** .07
7. Intrinsic satisfaction .88 2.67 1.00 —.11 .36***
8. Perceived freedom .77 4.17 0.47 —.13
9. Depth of involvement .74 2.69 0.73 —
Note. Means, standard deviations, and correlations for all independent variables and self-reported volunteerism are based on N⫽330. Means, standard
deviations, and all correlations involving intrinsic satisfaction, perceived freedom, and depth of involvement are based on N⫽194.
*p⬍.05. ** p⬍.01. *** p⬍.001.
1434 AQUINO AND REED

bolization appears to be more strongly related to these outcomes
than is Internalization.
Study 5 has two notable limitations. First, the design is cross-
sectional. Second, even though a measure of impression manage-
ment was used as a control variable, the study relies on self-reports
of volunteerism that are prone to errors of recollection or social
desirability response bias. Study 6 was conducted to address these
limitations. This study provides a stronger test of the conceptual
arguments presented in the outset of this article, because the
self-importance of moral identity is separated from the dependent
variable in time. Furthermore, the dependent variable is actual
behavior as recorded by an external observer.
Study 6: Moral Identity and Actual Donation Behavior
Following the basic argument of this article that moral identity
should be related to moral action, Study 6 uses the explicit measure
of moral identity to predict people’s willingness to donate food to
help the needy. It is predicted that people who are high in moral
identity will be (a) more willing to donate food and (b) more
willing to donate a larger quantity of food, as compared with those
who are lower in moral identity.
Method
Participants and Procedure
Participants in this study were the high school students described in
Study 4. Of the 160 students from the sample, 145 provided usable data on
all study variables. Three months after completing the moral identity
instrument and 1 month after completing the spontaneous self-concept
writing assignment, students were given an opportunity to engage in a
moral act. A food drive was instituted to the class by the teacher as a
normal part of the end-of-school routine. The food drive provided a natural
field experiment for studying the link between moral identity and moral
behavior. It was part of a broader school-based program to promote civic
involvement and participation. The teacher gave the following description
of the food drive:
For the next 2 days, I will place a box near the front of the class in
which you may deposit different food items that I will then donate to
[the teacher stated the name of a local charity that donates food to the
needy]. It is entirely up to you whether or not to donate any food
items, and whether you do so or not will have no effect on your grade
in the class. You can give as many food items as you want, as long as
the items are not perishable. This means that you should not donate
fresh fruits, meats, vegetables, or any food that needs to be frozen.
Canned foods, prepared foods that can be stored in the cupboard, or
powdered drink or soup mixes are all fine.
It can be seen from the description that the teacher fully explained to all
students that their willingness to donate food would in no way affect their
grade. At the end of the drive, the students were fully debriefed by the
teacher about the purposes of collecting data on moral identity and how the
survey they completed earlier might relate to the willingness to donate food
to the needy.
Measures
Moral identity. The revised 10-item explicit measure developed in
Phase 2 was used to measure this construct. The Cronbach’s alpha reli-
abilities were .78 and .69 for the Internalization and Symbolization scales,
respectively.
Donation behavior. So that the class curriculum would not be dis-
rupted, students who intended to donate cans were told to drop off the cans
in a plastic bag either 30 min before school or during a 35-min lunch period
during the 2-day collection period. Unbeknownst to the students, the
teacher unobtrusively and secretly noted whether students dropped off their
cans. This procedure was used to minimize experimenter demand effects
that might result from the teacher telling students that their donations
would be directly recorded. The teacher, rather than an outside observer,
recorded the students’contributions because the food drive was just one of
several other community service activities that the students participated in
throughout the year. Using the teacher to record data therefore preserved
the naturalistic properties of the environment in which the students per-
formed their daily activities. This donation behavior was coded as either 0
(did not donate) or 1 (donated). Later, when the students were not around,
the teacher counted the cans for each student who donated, and the teacher
then compiled the counts in a master list. Finally, after the 2-day collection
Table 8
Study 5: Results of Binary Logistic Regression and Multiple Regression Analysis on Self-Reported Moral Behavior
Independent variables
Dependent variables
Self-reported
volunteerism Intrinsic satisfaction Perceived freedom Depth of involvement
␤
(SE) Wald
␤
(SE) t
␤
(SE) t
␤
(SE) t
Age .04 (.01) 9.18** ⫺.16 (.01) ⫺2.14* .06 (.00) 0.76 ⫺.18 (.01) ⫺2.46**
Female ⫺.21 (.27) 0.62 .05 (.16) 0.71 ⫺.08 (.07) ⫺1.14 .01 (.11) 0.17
Impression management ⫺.20 (.23) 0.74 .10 (.14) 1.40 .13 (.06) 1.79 .03 (.10) 0.45
Internalization .72 (.32) 4.94* ⫺.11 (.21) ⫺1.46 .32 (.10) 4.48*** ⫺.09 (.15) ⫺1.20
Symbolization .56 (.20) 8.15** .28 (.12) 3.81*** .08 (.05) 1.12 .35 (.08) 4.83***
Model
␹
2
30.22***
Cox and Snell R
2
.08
Nagelkerke R
2
.12
Adjusted R
2
.08 .15 .12
F4.17** 7.93*** 6.27***
df 5 5, 188 5, 188 5, 188
N330 194 194 194
*p⬍.05. ** p⬍.01. *** p⬍.001.
1435
MORAL IDENTITY

period, the teacher put the cans in a centralized box and sent them to the
charitable organization.
Normative influence. Because the teacher gave students instructions
for the food drive, it is possible that some students may have complied
because they were influenced by an authority. Therefore, a 10-item mea-
sure of susceptibility to influence (
␣
⫽.61) was included in the question-
naire assessing moral identity. These items were the Reward Dependence
subscale of Cloninger, Svrakic, and Przybeck’s (1993) Character
Inventory.
Results and Discussion
Two analyses were conducted. The first was a logistic regres-
sion predicting the dichotomous variable of whether students do-
nated food; the second was a linear regression predicting the
number of cans of food donated. Age, gender, and susceptibility to
normative influence were included as control variables, along with
the measures of Internalization and Symbolization as independent
variables. The means, standard deviations, and correlations among
all variables are shown in Table 9. The results of the logistic and
linear regression analyses are shown in Table 10.
Table 10 shows that the strongest predictor of donation behavior
was gender. The odds of girls donating cans to the food drive
were 2.33 times the odds of boys donating cans to the food drive.
The only other significant predictor in the model was Internaliza-
tion. Students who had a strongly internalized moral identity were
more likely to donate food than were those who did not. More
specifically, for every unit increase in Internalization, the odds of
donating cans increased by 80%.
The model predicting the quantity of food donated shows that
only Internalization significantly predicted this variable. As ex-
pected, there was a significant positive effect of Internalization on
the number of cans donated (
␤
⫽.25, p⬍.05). Of course, it
should be pointed out that Study 6 only examines one objectively
verifiable behavioral outcome: the donation of food to the needy.
Additional evidence for the predictive validity of moral identity
should be obtained with other moral and immoral behavioral
outcomes. Nonetheless, taken together, the above results are con-
sistent with the findings from the self-report study of volunteerism
and the theoretical conception of moral identity outlined in this
article. Specifically, they show that at least one dimension of moral
identity predicts behaviors that clearly further the interests of
others. This dimension presumably measures the extent to which a
person considers the moral traits to be an important part of his or
her self-concept.
GENERAL DISCUSSION
This article presents evidence for the existence and predictive
validity of the moral identity construct. Moral identity has been
described as “the pivot that transforms a shouldn’t (or should) into
a mustn’t (or must)”(Goodman, 2000, p. 51). Although many
theorists have discussed the importance of moral identity as a
motivator of moral conduct, very few empirical studies have tested
this relationship (e.g., Hart et al., 1998; Younis & Yates, 1999).
The main contribution of this research is to demonstrate the
relevance of moral identity as a predictor of moral cognition and
behavior as well as to introduce a reliable, construct valid, and
easily administered method for evoking and measuring the self-
importance of this identity.
The Self-Importance of Moral Identity: Internalization and
Symbolization Dimensions
The results show that the explicit measure of moral identity
developed here taps two dimensions of self-importance—one pri-
vate, the other public—consistent with Erikson’s (1964) theoret-
ical definition of an identity. The notion of a public and a private
self has been a common theme in social psychology (cf. James,
1890/1950; Fenigstein et al., 1975; Schlenker, 1980), and the two
dimensions of moral identity were presumed a priori to tap these
distinct aspects of self. The stability of these dimensions was
upheld in three separate analyses, suggesting that the public–
private distinction is a valid theoretical property of moral identity.
However, these dimensions did not show the same strength or
pattern of association to various outcomes and theoretically related
constructs. Whereas the Internalization dimension appears to di-
rectly tap into the self-importance of the moral characteristics, the
Symbolization dimension taps a more general sensitivity to the
moral self as a social object whose actions in the world can convey
that one has these characteristics. The data show that both dimen-
sions predicted the emergence of a moral spontaneous self-concept
(Study 4) and self-reported volunteering (Study 5), but only the
Internalization dimension predicted actual donation behavior
(Study 6). Furthermore, in the tests of nomological validity, the
Table 9
Study 6: Means, Standard Deviations, and Correlations Among Independent
and Dependent Variables
Variable
␣
MSD123 4 5 6 7
Independent
1. Age 16.68 1.28 —⫺.03 .01 ⫺.15 .03 .06 ⫺.15
2. Female 0.52 0.50 —.13 .29** .28** .25** .16
3. Normative influence .61 3.40 0.70 —.40*** .28** .17* .11
4. Internalization .78 4.05 0.67 —.40*** .25** .28**
5. Symbolization .69 3.10 0.62 —.14 .06
Dependent
6. Observed donation 0.54 0.50 —.76***
7. No. cans .79 0.97 —
Note.N⫽145.
*p⬍.05. ** p⬍.01. *** p⬍.001.
1436 AQUINO AND REED

Internalization dimension showed the strongest relationships to
normlessness and moral reasoning, whereas the Symbolization
dimension was more strongly correlated with religiosity (Study 3).
Finally, Study 2 shows that, compared with Symbolization, Inter-
nalization was more strongly related to the implicit measure that
assesses the strength of association between the moral traits and
the self-concept. One interpretation of these differential patterns is
that Symbolization was more strongly correlated to those out-
comes or measures that had a self-presentational or public dimen-
sion. For example, Symbolization was correlated with a measure
of impression management, indicating its potential susceptibility to
self-presentational concerns. Also, the relationship between Sym-
bolization and self-reported volunteering was significant, whereas
Symbolization was not significantly related to donation behavior
that was measured unobtrusively. Religiosity, which may be
viewed as a symbolic expression of a person’s underlying com-
mitment to certain moral principles, was more strongly related to
Symbolization than to Internalization. In contrast, for measures
that did not directly locate the person within a recognized social
context (e.g., moral reasoning, normlessness, the implicit measure
of the strength of moral associations, and the spontaneous self-
concept measure), the relationship was strongest with respect to
the Internalization dimension. The results across all of the studies
presented here provide preliminary evidence for the construct of
moral identity as defined in this article and the predictive ability of
the measure designed to assess its self-importance.
Two arguments in this article are that the construct of moral
identity as conceptualized here is distinct from other identities and
that the trait-based approach used to tap this identity minimizes the
potential trait overlap with other social identities. However, no
claim was made that the approach for measuring the self-
importance of moral identity described in this article completely
eliminates any potential overlap with other social identities. Such
a goal is impossible given the multifaceted nature of the self. For
example, it is possible that a person’s self-conception of himself or
herself in terms of religious identity (cf. Walker & Pitts, 1998,
Study 1) may invoke a subset of some of the moral traits identified
in this study (e.g., a highly religious person sees himself or herself
as caring, honest, generous). Recent research by Walker and Pitts
(1998) suggests a more complex relationship between the two
constructs. For example, Walker and Pitts’s (1998) index of inter-
prototype similarity (ratio of shared to unique attributes) suggests
that the moral-person concept and the religious-person concept
overlap somewhat but are not synonymous. The statistical analysis
based on prototypicality ratings suggests that although the effect is
highly statistically significant, the variance in average prototypi-
cality ratings is quite low, and both the prototypicality ratings of
the moral-person concept’s unique features and features shared
with the religious-person concept are above the midpoint of the
prototypicality scale. Walker and Pitts (1998) suggested that the
moral-person concept (as a cognitive prototype) is somewhat in-
dependent of the religious–moral concept. This raises the question
of whether moral identity is conceptually and empirically distinct
from religious identity, such that the relative self-importance of the
two constructs leads to different theoretical predictions in different
behavioral domains. This is an empirical question that should be
addressed in future research. It is proposed here, though, that
although there may be some trait overlap with respect to the two
different identities, they should be differentially related to certain
types of outcomes. For example, one plausible hypothesis is that
compared with moral identity, religious identity might be less
strongly related to voluntary participation in activities that help
individuals who hold memberships in religious out-groups.
If these kinds of questions are to be answered, then reliable
instruments are needed to measure the self-importance of various
kinds of social identities. By developing such an instrument, this
research makes an important methodological contribution to the
study of social identities in general. An instrument for measuring
the self-importance of moral identity was shown to be internally
consistent, stable in its underlying factor structure, construct valid,
and predictive of psychological and behavioral outcomes. The
explicit measure of moral identity is one of the first attempts to
measure a specific social identity at the trait level (for notable
exceptions, see Ethier & Deaux, 1994; Lapsley & Lasky, 2001;
Table 10
Study 6: Results of Binary Logistic Regression and Multiple Regression Analysis on Actual
Donation Behavior
Independent variables
Dependent variables
Observed donation No. cans
␤
(SE)
␹
2
␤
(SE) t
Age .17 (.14) 1.39 ⫺.11 (.06) ⫺1.33
Gender .85 (.37) 5.31* .10 (.17) 1.17
Normative influence .23 (.28) 0.66 .02 (.12) 0.17
Internalization .59 (.32) 3.37* .25 (.14) 2.63*
Symbolization ⫺.05 (.32) 0.02 ⫺.06 (.14) ⫺0.8
Model
␹
2
16.56*
Cox and Snell R
2
.11
Nagelkerke R
2
.14
Adjusted R
2
.07
F3.13†
df 5 5, 139
N145 145
†p⬍.10. * p⬍.05.
1437
MORAL IDENTITY

Walker & Pitts, 1998). Therefore, the efficacy of the trait-based
approach taken in this study suggests a promising alternative to
more abstract measures in that the method presented here may
represent a useful template for measuring any social identity that is
amenable to trait generation. It remains for future studies to de-
termine whether this methodology can be successfully extended to
other types of social identities.
Conclusions
In conclusion, the definition of moral identity proposed here is
based on a view of the self-concept as multifaceted. The definition
draws on social identity theory (Tajfel, 1959; Tajfel & Turner,
1979; Turner & Oakes, 1986) to suggest that moral identity is one
possible component of a person’s social self-schema. This is
important because any one of a person’s social identities can
become the basis of perception, conduct, and behavior (e.g., Giles
& Johnson, 1987; Hinkle & Brown, 1990; Hogg, 1992; Turner et
al., 1987). That a person’s sense of who he or she is should relate
to his or her actions is an extremely simple idea that is not new.
But even though researchers have acknowledged that “some [peo-
ple] may consider their morality to be central to their self-
identities, whereas others may consider it to be peripheral”
(Damon, 1984, p. 110), almost no empirical research has system-
atically examined the relationship between the self-importance of
moral identity and moral cognition and behavior. Therefore, this
article makes three relevant contributions to research in moral
psychology. First, it presents a definition of the moral identity
construct grounded in theories of social identity and the self-
concept. Second, it provides evidence for the relationship among
the self-importance of this identity, moral thought, and action.
And, third, it provides evidence for the construct and predictive
validity of an easily administered explicit measure of moral
identity.
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Received January 17, 2002
Revision received April 25, 2002
Accepted May 28, 2002 䡲
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