Political Identity and Financial Risk Taking: Insights from Social Dominance Orientation

Han, Kyuhong; Jung, Jihye; Mittal, Vikas; Zyung, Daniel Jinyong; Adam, Hajo

doi:10.1177/0022243718813331

Cited by 54 publications

(43 citation statements)

References 67 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…As such, brands could use CPA to explicitly target customers, as Nike may have done with its Colin Kaepernick campaign. This work thus complements recent research in marketing that has highlighted implicit ways for brands to target consumers on the basis of their political beliefs (Han et al 2019; Ordabayeva and Fernandes 2018).…”

Section: Discussionsupporting

confidence: 61%

Should Your Brand Pick a Side? How Market Share Determines the Impact of Corporate Political Advocacy

Hydock¹,

Paharia²,

Blair³

2020

Journal of Marketing Research

124

104

View full text Add to dashboard Cite

Consumers increasingly expect brands to “pick a side” on divisive sociopolitical issues, but managers are reluctant to risk alienating customers who oppose their position. Moreover, research on identity-based consumption and negativity bias suggests that corporate political advocacy (CPA) is more likely to repel existing customers who oppose the CPA than to attract new customers who support it, implying that the net effect will be negative even if consumers overall are evenly divided in their support/opposition. In this research, the authors posit that despite this negativity bias in individual-level choice, the net effect of CPA at the market level is determined by a sorting process that benefits small-share brands and hurts large-share brands. This is because having few customers to lose and many to gain can offset the risk of the negativity bias in consumers’ identity-driven responses to CPA, potentially leading to a net influx of customers for small-share brands. Five experiments provide support for this theorizing and identify authenticity as a necessary condition for small share brands to benefit.

show abstract

Section: Discussionsupporting

confidence: 61%

Should Your Brand Pick a Side? How Market Share Determines the Impact of Corporate Political Advocacy

Hydock¹,

Paharia²,

Blair³

2020

Journal of Marketing Research

124

104

View full text Add to dashboard Cite

show abstract

“…Thus, it could be prudent to explore other areas involving financial decisions, such as debt, savings, and investments. One such study found that conservatives tend to be more risk seeking when their self‐efficacy increases (Han, Jung, Mittal, Zyung, & Adam, 2019).…”

Section: Limitations and Directions For Future Researchmentioning

confidence: 99%

“…Such a fear of uncertainty has shown that conservatives are more likely to anthropomorphize products to make them more human‐like (Chan, 2020). Again, financial risk taking has also been shown to differ based on political ideology (Han et al., 2019). Perhaps there are other areas of consumer behavior and preference that could be affected by these differences in risk perceptions.…”

Section: Limitations and Directions For Future Researchmentioning

confidence: 99%

The Politics of Choice: Political Ideology and Intolerance of Ambiguity

2020

View full text Add to dashboard Cite

The authors examine how political ideology impacts consumer preferences for hedonic and utilitarian choices and the underlying reasons for these differences. Five studies indicate that conservatives are less tolerant of ambiguity than liberals, leading to a preference for utilitarian options, whereas liberals are more tolerant of ambiguity leading to a preference for hedonic options. However, these preferences were reversed when utilitarian options were framed as ambiguous and hedonic options were framed as explicit and clear.

show abstract

“…At a high level, an intriguing possibility is that consumer‐related findings relating to political ideology (Crockett & Wallendorf, 2005) may replicate for SDO. In this regard, Han, Jung, Mittal, Zyung, and Adam (2019) find this link in their investigation of political ideology, social dominance orientation, and financial risk taking. An additional domain of inquiry relates to anthropomorphism or human tendency to ascribe human qualities to inanimate objects (Epley, Waytz, & Cacioppo, 2007).…”

Section: Discussionmentioning

confidence: 94%

The Challenge of Being a Challenger: Social Dominance Orientation Shapes the Impact of “Challenger vs. Leader” Comparisons

Barone

Jain

et al. 2020

J Consum Psychol

View full text Add to dashboard Cite

The current research investigates when and how comparative advertising effectiveness is shaped by social dominance orientation (SDO), that is, the degree to which one desires to maintain the status quo in social hierarchies. We examine these issues with regard to “challenger vs. leader” comparisons that seek to change the relative standing of competitors in a product category by documenting the superiority of challenger brands over market leaders. Findings demonstrate that the resistance to change characterizing high (vs. low) SDO individuals makes them respond (1) less favorably to “challenger vs. leader” comparisons that seek to alter the existing category hierarchy and (2) more favorably to “leader vs. challenger” comparisons that preserve this status quo in the category hierarchy. The theoretical implications of these findings are discussed, as are avenues for future research.

show abstract

Political Identity and Financial Risk Taking: Insights from Social Dominance Orientation

Cited by 54 publications

References 67 publications

Should Your Brand Pick a Side? How Market Share Determines the Impact of Corporate Political Advocacy

Should Your Brand Pick a Side? How Market Share Determines the Impact of Corporate Political Advocacy

The Politics of Choice: Political Ideology and Intolerance of Ambiguity

The Challenge of Being a Challenger: Social Dominance Orientation Shapes the Impact of “Challenger vs. Leader” Comparisons

Contact Info

Product

Resources

About