Why They Are So Enthusiastic To Their Organization?

Owning to be curious about identity conditions of members in direct selling organization (DSO) to their organization, this article cites social identity approach to describe and analyze psychological process of members in Helen women DSO, and pays close attention to identity conditions of the members during the process from being attracted by the Helen, inducting, to resigning. By half year participation observation and deep interview with several members, it is discovered that attraction of DSO on members is began with reconstruction of members'identity. Women, who know little about DSO and implicaiton of female independence, are attracted by typical women image built by Helen, promotion mode and organization environment when they contact Helen DSO at first, resolve their original women identity and social identity, and reconstruct identities on Helen women and on the Helen DSO. During the continuous direct selling working, their identities are enhanced in inter-group, intra-group and inter-personal levels, superiority feeling after social comparison, leader's management on identity, and identity reconstruction, etc. are important mechanisms for maintaining their identities. There are also some failed identity phenomena mainly because of firmness of original identity or un-identity on logos and working mode of the Helen DSO, etc. The other subject is investigation how the Helen DSO and the members respond under stigma, wherein various methods they mainly use indicate excellence of the theory of cognitive dissonance. However, working mode of DSO may interfere members'free choices, and path to women independence they advocate does not really realize change of women social status.