Anecdotal and experimental evidence suggests that at least some consumers change their purchasing behavior in response to the values, reputations, and political activity of corporations. Using two nationally-representative surveys and a third survey of registered voters, we find Americans' engagement in boycotts and/or buycotts for political or social reasons to be widespread. Social media activity, political knowledge, ideological intensity, and an interest in politics are significantly associated with political-consumer behavior. Among partisans, we find both instrumental and expressive partisanship to be significant predictors of political consumerism.
To what extent do consumers' preferences change when they learn about firms' partisan allegiances? We address this question by conducting a series of experiments in which Democrats and Republicans were presented with factual information about corporate political donations. Outcomes were measured through expressed shopping intentions as well as a revealed consumer preference. Respondents became significantly more (less) likely to patronize chains that support (oppose) their party. The effects are found for both convenience samples and representative national samples and when information is conveyed in the context of a survey or unobtrusively via direct mail. Effects are especially large among those with strong partisan attachments. We conclude by arguing that the potential for partisan consumerism has risen with the advent of social media but may be undermined by a campaign finance system that increasingly allows for undisclosed corporate donations.
Identifying voters who share policy positions with the candidates has become an important component of modern political campaigns as they rely on microtargeted estimates to guide targeting decisions. Using survey data and microtargeted estimates from the 2012 election, I conduct one of the fi rst independent examinations of the accuracy of microtargeting. The estimates are the most accurate in Florida, a state that requests information on the race of voters when they register and has party registration. The estimates are less accurate in the other battleground states that do not collect as much information. The accuracy rates range from 36% to 82% depending on the issue and state.
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