https://orcid.org/0000-0001-5865-4654
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Abstract
The authors examine hypocrisy induction, a strategy for encouraging ethical behavior by making perpetrators realize that they are violating moral values when they use anonymous online venues to abuse unknown strangers. Two studies show that hypocrisy induction prompts study participants with interdependent self-construals, but not those with independent self-construals, to report favorable responses toward an online campaign for preventing cyberbullying. In addition, feelings of guilt mediate the moderating role of self-construal. Theoretical implications and ideas for future research are discussed.
Disclosure Statement
No potential conflicts of interest were reported by the authors.
Funding
This research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sectors.
Notes
1 Participants with higher moral identity indicated higher WTS, but the results remained the same when we excluded moral identity.
2 Consistent with Study 1, participants with higher moral identity scores showed higher WTD and WTS. Study 2 results remained the same even when we excluded moral identity.
Additional information
Notes on contributors
WooJin Kim
WooJin Kim (MA, University of Texas at Austin) is a doctoral student, Charles H. Sandage Department of Advertising, College of Media, University of Illinois at Urbana–Champaign.
Yuhosua Ryoo
Yuhosua Ryoo (PhD, University of Texas at Austin) is an assistant professor, School of Journalism and Advertising, College of Arts and Media, Southern Illinois University.
Minette Drumwright
Minette Drumwright (PhD, University of North Carolina at Chapel Hill) is an associate professor, Stan Richards School of Advertising and Public Relations, Moody College of Communication, University of Texas at Austin.
Sukki Yoon
Sukki Yoon (PhD, University of Illinois at Urbana–Champaign) is a professor of Marketing at College of Business and Faculty Fellow at Center for Health and Behavioral Sciences, Bryant University.