With over 1,700 articles on the topic in the past five years alone, consumer identity is established as a critical psychological driver of behavior in the marketplace. This chapter reviews all identity research in the top 20 marketing journals from 2017 to 2022 and integrates it into a single unifying framework: the Multiple-Identity Network. This integration answers several fundamental questions: What is consumer identity? What is the psychological structure of identity? How do consumers manage multiple identities within their self-concept (e.g., race, gender)? Key takeaways include the importance of brands and other marketplace actors in shaping stereotypes that define identities, psychological relationships between identities (e.g., dissimilarities), and balancing needs across multiple identities (e.g., status vs. belonging needs). Further topics include intersectionality, social hierarchy, stigma, marginalization, diversity marketing, target marketing, autonomy, self–brand connection, and online brand communities.

Consumers are placing increasing importance on morality in the perceived costs and benefits of a marketplace transaction. This chapter considers the moral decisions consumers make, focusing on three key areas of marketplace morality: (1) how company morality or immorality influences consumer perceptions and decisions, (2) how consumers’ morality is expressed in their prosocial and sustainable decisions, and (3) how consumers’ immorality influences companies and other consumers. Finally, we identify areas for future research that we hope will lead to advancement of the literature on marketplace morality.

Although religion is an important part of daily life for many consumers, only limited research has examined how it functions in consumer settings. This chapter proposes an organizing framework for understanding the intersection between religion and consumer behavior. We first define key constructs related to religion, before discussing common methodological paradigms for studying religion in consumer spaces. We then review prior research on religion and consumer behavior along two dimensions: (1) how consumption shapes the experience of religion, and (2) how religion shapes the consumption process. We close with a discussion of open questions related to religion and consumption, and directions for future research.