This chapter explores the experience of receiving a diagnosis (or reaching a point of self-diagnosis) and how this diagnosis impacted the participants and their self-identity. It examines the extent to which they have developed (or are developing) a positive autistic identity, and the terminology they use to describe themselves and their diagnosis.

Nationalism represents, advances, and protects the interests of a national “people,” but the metaphor of bodily nativity at the core of claims to national unity proved increasingly implausible for a United States that, in the buildup to and the aftermath of the Civil War, proved to be more of a politically divided house than a corporeally singular nation. Efforts of mid-century writers like John W. Deforest and Walt Whitman to imagine a US nation-state as a heterosexual conjugal union between a single, feminized, national body and its governing state-as-husband would face challenges from later writers like William Dean Howells, who imagined increasingly intensive ways for racial difference within this single national body to undermine national unity figured as corporeal nativity. Responding at century’s end to such racial fractures in corporeal unity, W. E. B. Du Bois would displace the now-untenable conjugal union of the US nation-state with a double-consciousness located within the US citizen’s individual self. This hyphenated identity, grounded in a color line, installs the failed legacy of nineteenth-century US nationalism at the core of how twentieth- and twenty-first-century US citizens understand and describe their own and others’ imperial Americanness.

In the Good Samaritan parable, the victim suffering from an assault and the passing Samaritan who cares for him are inspired by two different facets of Joseph’s life. Joseph was a victim, beaten up by his brothers and thrown into a pit. Later, as the ancestor of the Samaritans, he was the rescuer of the Egyptians and his family from famine.

This chapter of the handbook introduces readers to the field of moral psychology as a whole and provides them with a guide to the volume. The authors delineate the landscape of morality in terms of five phenomena extensively studied by moral psychologists: moral behavior, moral judgments, moral sanctions, moral emotions, and moral communication, all against a background of moral standards. They then provide brief overviews of research on a few topics not assigned a dedicated chapter in the book (e.g., the moral psychology of artificial intelligence, free will, and moral responsibility), noting several other topics not treated in depth (e.g., the neuroscience of morality, links between moral and economic behavior, moral learning). In the last section of the chapter, the authors summarize each of the contributed chapters in the book.

This chapter of the handbook reviews empirical research on moral character, which has only recently attained a prominent role in psychology, in contrast to long traditions in ethics and education. A person’s moral character comprises their dispositions to think, feel, and act morally, and these dispositions are cross-situationally and temporally fairly consistent. Against a long-standing belief in psychology that the personality disposition of warmth most strongly influences people’s impressions of one another, the evidence suggests that moral character occupies this central position. Moral character exerts its influence on impressions quite independently of other personality traits, and it features prominently in people’s representations of their own personality as well. Moral character is also a central element in a person’s perceived identity – who the person is perceived to be “deep down.” The authors close by charting some of the features from which people infer another’s moral character, including their actions but also, critically, their mental states such as their goals and intentions.

The chapter articulates the transition from consistent brand image projection to engaging consumer landmarks through advocacy and identity affiliation, spotlighting the integral role of brand equity. In exploring the different interpretations of brand symbols across varied consumer groups, it acknowledges the challenges brands face in maintaining relevance and authenticity in an increasingly complex digital landscape. This underscores the necessity for brands to evolve as landmarks within the cultural landscape, guiding consumer engagement and fostering community and belonging, while avoiding the pitfalls of perceived intrusiveness.

The focus in this chapter is on addressing the evolving power dynamics in brand–consumer relationships within the cultural landscape, underscoring the role of brands as both landmarks and co-creators of cultural narratives with consumers. It challenges the effectiveness of top-down approaches in altering behavioural norms, suggesting instead that brands must adapt to the consumer’s role in co-authoring brand identity. It emphasises that brands symbolise aspects of self that consumers constantly negotiate, seeking alignment between their self-identity and self-projection.

This negotiation occurs within a complex cultural landscape where brands must be both visible and adaptable to maintain their relevance and position. The narrative structures that brands establish are pivotal, serving as paths that guide consumers towards or away from brands, thus shaping the brand’s role and visibility in the cultural landscape. This chapter encourages brands to understand and leverage their symbolic capital, develop clear narrative structures, and foster consumer co-ownership to become and remain landmarks within the cultural landscape amidst constant shifts in consumer power and cultural contexts.

The chapter examines tangible and intangible evidence associated with the Irish who emigrated and settled in America and who sometimes returned to Ireland and evaluates whether it can be considered as part of an Americanising of Irish identity. Material culture associated with Irish emigration to America such as posters, guidebooks, newspapers, wakes, places, spaces, letters, remittances and the returner, ideas and behaviours became integral parts of Irish society and their influence went beyond their practical use in facilitating departure. Each created a vision of America in Ireland which accords with Mark Wyman and Dirk Hoerder’s European-wide findings that two distinct images of America emerged in the home country: the ‘materialistic view of the land of wealth, and the idealistic view of the land of equal rights and democracy’. These largely positive views of America translated into ‘Americanising’ forces in Irish society alongside British and other European economic, political and cultural forces in Ireland. These two-way forces revolving around America as a destination and as a swiftly modernising country, particularly from the nineteenth century onwards, meant that Irish women and men of all backgrounds were exposed to American ideas, practices and behaviours.

This chapter examines the relationship between ownership and power in the context of consumer identity and brand dynamics within the cultural landscape. Ownership extends beyond the legal possession of objects to include psychological territory where brands become integral to consumers’ self-identity and self-projection. This multifaceted concept of ownership is explored through the lens of various stakeholders – consumers, employees, and corporations – each wielding influence over brand perception and value. This chapter further explores how consumers, as stakeholders, gain power by shaping brand value and meaning, emphasising the role of community and collective identity in this process. With the advent of digital platforms even lurkers contribute to the brand’s narrative, challenging traditional notions of ownership and control.

Historically, marketing has viewed women primarily as consumers and men as producers, a perspective deeply ingrained in societal gender constructs. Contemporary shifts in consumer culture, particularly the integration of physical and digital realms, have transformed the roles women play as both consumers and producers, challenging traditional gender-based market segmentation. Central to the discussion is the concept of gender as a cultural performance, with brands acting as signifiers aiding consumers in navigating their cultural landscapes. This navigation is influenced by a consumer’s gender identity and their desire for self-expression. Brands, therefore, are not just products but markers that consumers use to articulate and negotiate their identities within a gendered cultural context. Gender is presented as a spectrum, influencing how consumers relate to brands and how brands can segment their markets more effectively by gender identity rather than biological sex. Brands that understand and engage with the gendered performances of a consumer’s sense of self can create ‘safe spaces’ for consumers to express their identities, fostering deeper connections and brand loyalty.

This chapter considers the significance of authenticity in the context of branding and consumer behaviour. Authenticity is a complex construct that cannot be directly measured or calculated like other marketing metrics. It is particularly valued during times of change and uncertainty, serving not just as a unique selling proposition for brands but also as a means for consumers to align their choices with their self-identity and self-projection, underscoring the importance of consistency, conformity, and connection in understanding authenticity. These aspects not only help in defining what is ‘authentic’ but also demonstrate the strategic use of authenticity by brands to establish themselves as landmarks within the cultural landscape of consumers.

This chapter explores how perceived authenticity, influenced by a consumer’s narrative of self-identity and self-projection, aids in navigating the cultural landscape. This navigation involves using brands as landmarks to move closer to, or further from, consumers’ ‘authentic’ selves, thereby underscoring the crucial role that brand authenticity plays in consumers’ lives.

Economic capital is not the sole determinant of a brand’s power; rather, consumer interactions and cultural positioning significantly influence brand narrative and ownership. This chapter focusses on how technologies have complicated these power relations, enabling consumers to co-author brand narratives in digital brand communities. This has led to a fluidity of power where some brands have adeptly navigated the currents, repositioning themselves and engaging new consumers. Using Skype, Burberry, and Old Spice as examples, this case study discusses the failures and successes of brands in maintaining equilibrium in the power dynamic. Burberry’s journey illustrates the brand’s struggle and eventual success in reclaiming its image from unintended consumer associations, while Skype’s decline showcases the challenges of sustaining consumer connection and relevance in a rapidly evolving technological landscape. Old Spice exemplifies the successful redirection of brand power towards a new narrative that resonates with both male and female consumers.

The second case study in this book offers a deep dive into the brand activism of two distinct entities: the fashion giant Kate Spade and the social enterprise organisation Change Please. These two brands show how brand activism, especially when authentically aligned with a brand’s mission, can significantly influence targeted societal groups. Kate Spade is highlighted as a brand with activism ingrained in its DNA, focussing on women’s empowerment and mental health. Change Please is showcased as a social enterprise born with a mission to tackle homelessness through the daily habit of coffee drinking. It demonstrates how a brand built on social activism can enable significant societal change while operating a sustainable business model. Furthermore, this chapter indicates the importance of partnerships in amplifying brand activism, showing how Kate Spade and Change Please exemplify the ways in which brands can serve as navigational landmarks for consumers, and thus providing a blueprint for other entities seeking to embed activism into their business models.