Political Ideology and Consumer Research beyond Complaining Behavior: A Response to the Commentaries

Jung, Kiju; Garbarino, Ellen; Briley, Donnel A.; Wynhausen, Jesse

doi:10.1093/jcr/ucx085

Cited by 8 publications

(5 citation statements)

References 12 publications

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“…We make several contributions, first by responding to calls for more research on mitigation in marketing (e.g., Mende and Scott 2021) and for considering consumer behavior through the lens of geopolitical, institutional, and marketplace systems (Jung et al 2017). Our research entails understanding, measuring, and assuaging potentially harmful consequences of institutional internal threats to national identity on brand sales.…”

Section: Research Contributionmentioning

confidence: 99%

mentioning

confidence: 99%

“…We focus on institutional threats because the relationships between marketplace and institutions, despite their importance, are often neglected in the marketing literature (Jung et al 2017). Another unique aspect of institutional threats is that, while they occur, the quality of products remains the same.…”

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confidence: 99%

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Grocery Shopping for America: Mitigation Strategies for Threats to National Identity

Pandya,

Cian,

Venkatesan

2023

Journal of Marketing Research

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People demonstrate indirect support for a nation’s identity by consuming products representing their nationality. In such context, this paper focuses on how people react toward brands with national associations when the nation faces threats perpetrated by institutions. Institutions are important as they are one of the core elements defining national identity. Institutional threats to national identity can come from within the nation (internal threat) and from outside (external threat). Weekly supermarket scanner data from 2004 showed that sales of American-sounding brands declined in counties that saw higher coverage of the Abu Ghraib torture scandal (internal threat), and sales of American-sounding brands increased in counties with more war casualties (external threat). Seven additional experiments demonstrated that: (a) self-enhancement derived from national identity mediates these main effects, (b) advertisements that refocus attention on how the brand helps to cope with external threats mitigate the negative effects of internal threats for American brands, and (c) such advertisements do not mitigate the negative effects of internal threats for non-American brands. Qualitative surveys (N=218), surveys (N=1603), experiments (N=3123), and secondary data analyses (encompassing sales of over 8,000 brands across more than 1,100 US stores) were used to triangulate the results.

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Section: Research Contributionmentioning

confidence: 99%

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confidence: 99%

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Grocery Shopping for America: Mitigation Strategies for Threats to National Identity

Pandya,

Cian,

Venkatesan

2023

Journal of Marketing Research

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“…In the current research, political ideology is proposed as one explanatory factor as to why consumers' reactions to AI-delivered financial services are likely to differ. A consumer's political ideology has been shown to underpin how they will interact with society (Jung et al, 2017) with consumers who align to a political ideology, displaying similar opinions and behaviours (van AI financial service delivery . Previous research has identified that a consumer's political ideology underpins their emotional reactions (Northey et al, 2020), their attitudes (Kaikati et al, 2017) and their behaviours (Crockett and Wallendorf, 2004).…”

Section: Introductionmentioning

confidence: 99%

“…In the current research, political ideology is proposed as one explanatory factor as to why consumers’ reactions to AI-delivered financial services are likely to differ. A consumer’s political ideology has been shown to underpin how they will interact with society (Jung et al. , 2017) with consumers who align to a political ideology, displaying similar opinions and behaviours (van Esch et al ., 2021).…”

Section: Introductionmentioning

confidence: 99%

Feeling the love? How consumer's political ideology shapes responses to AI financial service delivery

Riedel

Mulcahy

Northey

2022

IJBM

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PurposeThis paper aims, first, to examine artificial intelligence (AI) vs human delivery of financial advice; second, to examine the serial mediating roles of emotion and trust between AI use in the financial service industry and their impact upon marketing outcomes including word of mouth (WOM) and brand attitude; and third, to examine how political ideology moderates' consumers' reactions to AI financial service delivery.Design/methodology/approachA review of the extant literature is conducted, yielding seven hypotheses underpinned by affect-as-information theory. The hypotheses are tested via three online scenario-based experiments (n = 801) using Process Macro.FindingsThe results of the three experiments reveal consumers experience lower levels of positive emotions, specifically, affection, when financial advice is provided by AI in comparison to human employees. Secondly, across the three experiments, conservative consumers are shown to perceive somewhat similar levels of affection in financial advice provided by AI and human employees. Whereas liberal consumers perceive significantly lower levels of affection when serviced by AI in comparison to conservatives and human employee financial advice. Thirdly, results reveal affection and trust to be serial mediators which explain consumers' WOM and brand attitudes when financial services are provided by AI. Fourthly, the investment type plays an important role in consumers’ reactions to the use of AI.Originality/valueTo the best of the authors’ knowledge, this research is one of the first to study political ideology as a potential moderator of consumers’ responses to AI in financial services, providing novel contributions to the literature. It further contributes unique insights by examining emotional responses to AI and human financial advice for different amounts and types of investments using a comprehensive approach of examining both valence and discrete emotions to identify affection as a key explanatory emotion. The study further sheds insights relating to how emotions (affection) and trust mediate the relationship between AI and WOM, and brand attitudes, demonstrating an affect-attitude psychological sequence that explains consumers’ reactions to AI in financial services.

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The Inhibitory Effect of Political Conservatism on Consumption: The Case of Fair Trade

et al. 2021

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Fair trade has been researched extensively. However, our understanding of why consumers might be reluctant to purchase fair trade goods, and the associated potential barriers to the wider adoption of fair trade products, is incomplete. Based on data from 409 USA participants, our study demonstrates some of the psychological processes that underlie the rejection of fair trade products by conservatives. Our findings show that political conservatism affects fair trade perspective-taking and fair trade identity, and these latter two subsequently affect fair trade purchase intention. The decrease in fair trade perspectivetaking and fair trade identity are two psychological features that potentially shield conservatives from the appeals of fair trade products. We extend prior research on the effects of political ideology on consumption not only by demonstrating the predisposition of highly conservative consumers towards prosocial consumption, but also by showing the internal functioning of the conservative decision-making process. We further demonstrate that the effect of conservatism on fair trade purchase deliberation is moderated by age and income. Age reduces the negative effect of conservatism on fair trade perspective-taking, whereas income heightens the negative effect of conservatism on fair trade perspective-taking. Our results suggest that fair trade initiatives can target the conservative consumer segment in high-income countries with a greater chance of success when applying marketing strategies that make perspective-taking redundant and that aim at younger consumers with lower incomes.

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Political Ideology and Consumer Research beyond Complaining Behavior: A Response to the Commentaries

Cited by 8 publications

References 12 publications

Grocery Shopping for America: Mitigation Strategies for Threats to National Identity

Grocery Shopping for America: Mitigation Strategies for Threats to National Identity

Feeling the love? How consumer's political ideology shapes responses to AI financial service delivery

The Inhibitory Effect of Political Conservatism on Consumption: The Case of Fair Trade

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