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In this chapter, we advance an understanding of identity theory (IT) as originally created by Sheldon Stryker and developed over the past 50 years. We address misunderstandings of IT concepts and connections. We provide definitions of key ideas in IT, propositions that identify important relationships, and scope conditions that outline the circumstances to which IT applies. Our goal is to provide scholars with an accurate view of IT so that it can continue to advance the science of human behavior in sociology and beyond.

Stets, Burke, Serpe, and Stryker's (SBS&S's) comment in this volume argued that Markovsky and Frederick's (M&F's) analysis and reconstruction of identity theory (IT) was superfluous and flawed. It was superfluous, they contended, because we did not understand the full theory whose components are scattered across hundreds of publications throughout 50 years. That made our point for us: The kind of analysis for which we advocated would, at minimum, gather up all the essential pieces and check their internal consistency, clarity, and integrity. To support their claim that our analysis was flawed, Stets et al. offered their own interpretations of the IT literature to correct alleged errors in M&F's interpretations. This also served to reinforce one of our main points: IT's terms and propositions are so open to interpretation as to permit mutually contradictory implications. The theory needs the kind of analysis and provisional disambiguations that we attempted to provide.

We detail the evolution of open interaction coding schemes that have long been used to capture behavioral indicators of the power and prestige order in status characteristics research. Although the theoretical variables ostensibly measured with these methods are few and explicit, the implementation of open interaction coding is not standardized and different projects have keyed on different specific behaviors. We argue that open interaction coding could benefit from the utilization of a more refined and standardized coding scheme. We offer precise operational definitions and some illustrations from our own recent projects in hopes of fostering more transparency in future research.

Purpose – Stryker's identity theory has impacted sociological social psychology for a half century and still inspires an active research agenda. To date, however, its terms and arguments have not been analyzed closely. Our purpose with this project was to conduct such an analysis.

Design/Methodology/Approach – We provide a detailed rationale for our analytic method that entails an objective examination of a theory's clarity, parsimony, precision, and other essential scientific qualities. It is applied using procedures that, among other functions, check terms for clarity and consistency of usage, and ensure that key arguments are logically valid.

Findings – The analysis revealed significant gaps and ambiguities in the core theory. We offered a series of recommendations designed to supply missing logical elements, clarify definitions, and streamline the terminological system. We sought to remain true to the original theory's purposes while further strengthening its coherence, transparency, and overall utility.

Practical Implications – Kurt Lewin's famous maxim applies well here: “Nothing is so practical as a good theory.” To the extent that a body of research is claimed to be theory-driven, gaps and ambiguities throw into question the results of empirical tests and applications that ostensibly are backed by the theory. Without theoretical support, findings are neither meaningful nor generalizable.

Social Implications – A logically sound and semantically transparent identity theory will have the greatest chance for making real differences in society via practical applications.

Originality/Value of the Chapter – We offer a straightforward method to ensure meaningfulness and integrity in social science theories. Such analyses are rare, but we hope that their utility for theory-driven research programs such as identity theory's is evident.

Advances in Group Processes publishes theoretical analyses, reviews, and theory-based empirical chapters on group phenomena. The series adopts a broad conception of “group processes.” This includes work on groups ranging from the very small to the very large, and on classic and contemporary topics such as status, power, trust, justice, influence, decision-making, intergroup relations, and social networks. Previous contributors have included scholars from diverse fields including sociology, psychology, political science, business, philosophy, computer science, mathematics, and organizational behavior.

This chapter focusses on the research methodology of the completed project, drawing on what Martin (2008) described as ‘Indigenist’ research traditions or practices. The project drew upon tenets of critical race theory which developed over the life of a university teaching and learning project to support the praxis of Aboriginal and Torres Strait Islander, or Indigenous,1 pre-service teachers on their final internships prior to graduating.

The broader project was conceptualised and framed within our prioritisation of Indigenist standpoint and critical race theory. Our project was designed to amplify the perspectives and voices of Indigenous students in situations where White, hegemonic relations appeared to constrain their potential achievement on practicum in socially unjust and often racist ways. Research into the achievement and success of Indigenous education graduates in Australia is dominated by non-Indigenous reporting, framed in deficit language of Indigenous ‘underachievement’, ‘barriers’, ‘lack’, and ‘disengagement’, rather than from their experience of injustice in their professional preparation as teachers.

The research design troubled how researchers like us ‘come to know’ Indigenous achievement in the higher education sector through the pre-service teachers’ words, impelling us to listen to stories of discrimination, rather than to official accounts of how they ‘failed’ to measure up to teacher standards. The attention to detail in the multi-site, micro-level practices in teacher education and the ways these unfold in situ for Indigenous students would not be possible without the Indigenist research methodology developed in partnership with Indigenous research colleagues and student co-researchers.

This chapter then serves to remind educational researchers that research is a practice and has practice architectures with particular hegemonic arrangements which have not transpired to serve the interests of Indigenous peoples. Honouring Indigenist standpoint and employing critical race theory in research design thus means paying particular and careful attention to the work that research practices do, on, to, and with communities, not normative (colonial) crafting of the praxis research problem.

The purpose of this paper is to investigate how individuals respond to messages asking for donations in broadcast advertising. It does so by considering both preexisting attitudes and beliefs related to donating, as well as message processing. The goal is to uncover messages that may help nonprofit organisations increase donations.

The research combines the theory of planned behaviour (TPB) to measure preexisting beliefs and the elaboration likelihood model (ELM) to measure involvement in an investigation of donation responses to broadcast-quality advertisements developed by a professional ad agency featuring the following two messages: one that leverages social norms and another that legitimises minimal giving. Two studies collected data from a total of 544 respondents in two between-subjects 2 × 2 × 2 experiments.

Injunctive norm messages affect the intended donation behaviour of individuals who are pre-disposed to donating, but only if they are highly involved with the ad. Social legitimisation messages affect donations from individuals who look to referents to direct behaviour, but unlike what was expected, only by those not highly involved with the ad. Similarly, individuals who do not think they can donate increased donations when they saw the legitimisation message and had low advertisement involvement.

Results extend the ELM-TPB integrated framework by discovering when and how involvement drives intended donation behaviour. The research also sheds light on message processing by focussing on the preexisting characteristics of recipients.

The results provide nonprofit managers with strategies to increase donations with targeted messages. Those who pay attention to the ad and have a positive attitude toward giving are going to donate if they are told others support the cause. Therefore, the focus should be on those who are not involved with the ad but still believe giving is appropriate.

This research is the first to use the ELM-TPB framework to discover that ELM has varying utilities and values from TPB in different ad contexts.