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Purpose

There is fragmentation in the academic study of identity theory, and it is dislocated from personality theory. The paper aims to develop a model that resolves both of these issues using autonomous agency theory. It is shown that identities can be evaluated using mindset agency theory. Application is then made to a case study of Donald Trump’s US election campaign.

Design/methodology/approach

In the first of this three-part paper, the fragmented identity theory is examined ontologically to generate a coherent model of multiple identities.

Findings

A new coherent model of multiple identities is created.

Originality/value

There is not currently any that has created coherent theory of multiple identities.

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