This case study of gender in advertising through the lens of two campaigns – one by Virgin Atlantic and one by Bud Light – examines these brands’ alignment with modern gender perceptions and the subsequent consumer responses. It considers how advertising mirrors or moulds society’s gender norms and how companies navigate this spectrum. Beginning with Virgin Atlantic’s ‘See the World Differently’ campaign and updated gender-identity policy in 2022, this example indicates the campaign’s success in its positive reception. Conversely, Bud Light’s collaboration with trans activist Dylan Mulvaney for the ‘Easy Carry Contest’ faced a polarised reception. While aiming to resonate with a younger, more inclusive demographic, the backlash from conservative corners illustrated the risks involved when a brand ventures into socially charged territories without thorough consideration of its diverse customer base.

The comparison between Virgin Atlantic’s holistic approach to embedding inclusivity into their brand ethos contrasts with Bud Light’s reactive stance, highlighting the importance of proactive engagement with social issues in brand strategy.

Understanding Culture defines culture and identifies why culture is such an important element of the international management context. International management is about leading people and implementing tasks with people across cultural borders. The starting point for effective international management behavior must be a deep understanding of culture. We set the foundation for culture as one of the important contexts of global management. We define culture, examine its different facets, analyze its impact on people, and explore important questions about the intersection of cultures and individual characteristics. Culture serves two important functions for groups. Culture makes action simple and efficient because it creates context for meaning, and it also provides an important source of social identity for its members.

This chapter develops two main arguments to account for the surprising longevity of Fujimorismo in Peru. First, although Alberto Fujimori did not invest resources in party-building during his authoritarian government (1990–2000), he developed populist appeals that contributed to the formation of a political identification with Fujimorismo. Second, the second-generation leader of Fujimorismo, Alberto’s daughter Keiko, has been trying to convert this nascent partisanship into a resource for party institutionalization ever since her first presidential campaign in 2011.

Feeling marginalized, silenced and excluded, as an individual or as a (sub)group within a collective, can make one feel uncertain about one’s self and identity and about “fitting in.” This feeling of uncertainty can be reduced by group identification – especially with a distinctive group that has a clearly defined, unambiguous, and homogenous social identity. Such groups and identities can sometimes be characterized as extremist. Excluded individuals may exit the larger group to identify with a different and possibly more extreme group, and the larger group may thus become less diverse and more homogeneous and extreme itself. Members of excluded subgroups can bond tightly together as a highly distinctive entity and identify strongly with it, a process that can fragment and polarize the larger group into oppositional or combative factions. In this chapter we draw upon an uncertainty identity theory framework to describe how exclusion can generate self and identity uncertainty, which is resolved by a process of identification that fragments groups and can produce extremist groups and identities.

In this chapter, we first address the question of why groups are so much “better at” terrorism than individuals. Specifically, we argue that, when trying to explain terrorism, it makes more sense to consider people’s social identities than their personal identities, and thus to focus on the group rather than the individual. We present seven pieces of evidence for this idea. Subsequently, we describe studies in which we employ a new paradigm called “Bovenland” to study experimentally the role of multiple and ongoing threats to one’s social identity (in terms of exclusion) in explaining inaction, normative, and (extreme) nonnormative behavior. We conclude by articulating how and when threats to one’s social identity are associated with the need to restore one’s image by displaying violent behavior.

A multilevel conception of identity is proposed in this chapter, with individual, social, human, and ecological levels. Emphasis is placed on the nature of the relationships among the different identity positions, with a focus on dialogical flexibility and the distinction between consonant and dissonant dialogues. The risk of over-positioning is analyzed, indicating the one-sided exaggeration of one of the identities, and attention is devoted to the “level confusion” resulting from a lack of distinction between the different levels. An elaborate discussion of the concept of conscience is presented. From a neurological perspective, evidence shows that the natural inclination of bonding and caring puts limitations on our circle of moral regard. Finally, the worldviews of two historical icons, Jane Addams and Andrew Carnegie, are compared in order to demonstrate the value of promoter positions.

This chapter unites a multiplicity of individual case studies on the relationship between athletic victors and their hometowns. In Rhodes, the impressive Olympic victories of the second century were based upon a strong aristocracy that served as a guarantor of the success at a time when the political influence of the city diminished after the Third Macedonian War. In a similar manner, third-century Theban victors compensated for their city’s political ill fortune by presenting their hometown as a young and vital community. In Sparta and Messene, competitive constellations were transferred from the political arena to the agonistic sphere. Victor epigrams from both poleis formed part of a political discourse whose pillars were represented by Spartan polis ideology on the one hand and Messenian emphasis on autonomy on the other. All in all, it becomes clear that the polis remained the most important point of reference in the self-presentation of Hellenistic athletes.

Drawing on an education project conducted in northern Nigeria, this chapter considers how social choices can be made and legitimized when different groups contributing to them hold significantly different views. Social identity theory is employed to understand the perceived and relative values individuals have of themselves and others. Social choice theory is then used to explore the influence of those valuations on meaningful social choices, specifically here the choice of groups of educators to work together to improve educational policies and practices. The development of capabilities, illustrated here by the professional capabilities of those educators, is traced through these theories. Although it has this very specific empirical focus, by making use of social identity and social choice theories, this chapter contributes to the wider understanding of individual freedoms to enhance the well-being of others through collective decision making.

This chapter seeks to understand the psychological facilitators of active community engagement with the public health response to successful responses to disease outbreaks. It summarises research on the key psychological predictors of engagement in protective behaviours in the COVID-19 pandemic, it describes how mutual aid groups have helped people to shield and self-isolate during the pandemic, and it summarises research on the factors that have sustained these groups over time. It draws out the general principles and the policy and practice implications that emerge from the research on this topic. The focus is largely on evidence from the UK, although many of the points covered in this chapter apply equally to the situation in other countries.

This chapter summarises how understandings of the role of the public in emergencies have changed over time. It proceeds to outline a conceptual framework, the social identity approach, that has proved fruitful for understanding how the public responds during these events. The focus here is on behaviour. However, social identity processes also have implications for mental health. The chapter explains these connections and points to the other chapters that elaborate on these arguments, with empirical examples.

This chapter helps to further develop the novel theoretical notion of collective psychosocial resilience in the face of danger, whereby emergent cooperation can happen not solely despite a terrorist incident, but also because of it. It examines how the public contribute prior to professional responders arriving, and how they might be involved actively at the scenes of emergencies, incidents, disasters, and disease outbreaks (EIDD). Greater understanding of the realities and their potential by professional first responders should enable emergency planners to develop practical strategies to optimise the interventions required by survivors.

Large-scale incidents that involve chemical, biological, radiological, or nuclear (CBRN) material, whether accidental or deliberate, remain a high-impact public health threat. This chapter describes research in which the social identity approach has been applied to examine the psychosocial aspects involved in the process of decontamination. It focuses on the willingness and ability of members of the public to undergo decontamination. This research programme highlights the role of social identity in shaping public behaviour and affecting public health outcomes during incidents involving mass decontamination. It identifies that, during incidents requiring decontamination, the relationship between responders and members of the public is likely to play a key part in shaping public behaviour. It proposes that effective communication must begin prior to an incident occurring, continuing into the early stages and throughout the duration of the incident. It also proposes several actions that responders should take to facilitate the decontamination process and its outcomes.