Political ideology drives consumer psychology: Introduction to research dialogue

Shavitt, Sharon

doi:10.1016/j.jcps.2017.09.001

Cited by 27 publications

(14 citation statements)

References 16 publications

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“…However, while the importance of these relationships is noted, to our knowledge, research has yet to explore this rich area of ideology on consumer choice. Thus, we use this and other foundational literature to examine political ideology's effect on consumer choice, shedding light on Shavitt’s (2017) call for such understanding. While this difference between liberals and conservatives has yet to be explored, there is recent evidence that political cues, in general, can increase the likelihood of utilitarian choice as such cues increase the desire for responsible government (Gamlin, Dong, Labroo, & Robinson, 2019).…”

Section: Choice Preference Implicationsmentioning

confidence: 99%

“…A better understanding of preferences of liberals and conservatives has been deemed “more urgent than ever” (Shavitt, 2017 p. 500), and such an understanding will greatly add to the theoretical and practical understanding of consumers (Jost, 2017a). For example, research has shown that liberals are likely to own and display objects such as books and art that reflect their interests in thought‐provoking material, while conservatives own and display more practical possessions such as calendars and laundry baskets (Carney, Jost, Gosling, & Porter, 2008).…”

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confidence: 99%

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The Politics of Choice: Political Ideology and Intolerance of Ambiguity

2020

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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.

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Section: Choice Preference Implicationsmentioning

confidence: 99%

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confidence: 99%

The Politics of Choice: Political Ideology and Intolerance of Ambiguity

2020

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“…Finally, our work reflects a resurgence of interest in political ideology in the social sciences (Jost et al 2003) and is a response to the emerging interest in political ideology in marketing (Jost 2017;Shavitt 2017). As Shavitt (2017, p. 500) notes with regard to political ideology, "understanding the psychology of liberals and conservatives can inform a range of managerial decisions."…”

Section: Limitations and Future Research Directionsmentioning

confidence: 91%

How Consumers' Political Ideology and Status-Maintenance Goals Interact to Shape Their Desire for Luxury Goods

Kim

Park

Dubois

2018

Journal of Marketing

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This research distinguishes between the goal of maintaining status and advancing status and investigates how consumers' political ideology triggers sensitivity to a status-maintenance (vs. status-advancement) goal, subsequently altering luxury consumption. Because conservative political ideology increases the preference for social stability, the authors propose that conservatives (vs. liberals) are more sensitive to status maintenance (but not status advancement) and thus exhibit a greater desire for luxury goods when the status-maintenance goal is activated. Six studies assessing status maintenance using sociodemographic characteristics (Studies 1, 2, and 3a) and controlled manipulations, including ad framing (Study 3b) and semantic priming (Studies 4 and 5), provide support for this proposition. The studies show that the effect is specific to status maintenance and does not occur (1) in the absence of a status goal or (2) when the status-advancement goal (a focus on increasing status) is activated. Overall, the findings reveal that conservatives' desire for luxury goods stems from the goal of maintaining status and offer insights into how luxury brands can effectively tailor their communications to audiences with a conservative ideology.

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“…As people become more politically polarized, they increasingly adhere to distinct moral and societal values (Burke, Kosloff, & Landau, 2013; Friesen, Campbell, & Kay, 2014). Such polarization is underscored by the notion that “understanding the role of political ideology in a range of judgments and choices seems more urgent than ever” (Shavitt, 2017, p. 500). Understanding the role of political ideology in donation behavior should be at the core of charitable giving and is also fundamental to consumer research.…”

Section: Introductionmentioning

confidence: 99%

Helping a Few a Lot or Many a Little: Political Ideology and Charitable Giving

2020

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The authors examine political ideology as it influences how people distribute their donations across multiple charities. Findings from five studies indicate that liberals and conservatives donate similar overall amounts of money; however, liberals tend to give to a greater number of charities, people, and causes overall while giving less to each (breadth). Conservatives tend to donate to fewer charities, people, and causes overall while giving more to each (depth). Using the model of moral motives, conservatives' endorsement of social order led to their focus on smaller groups and protecting members of these groups as they give with depth. In contrast, liberals' endorsement of social justice led to their focus on eliminating broad inequality as they give with breadth. However, these ideological tendencies can be reversed as conservatives gave with breadth when protecting social order and liberals gave with depth when equality was restored.

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Political ideology drives consumer psychology: Introduction to research dialogue

Cited by 27 publications

References 16 publications

The Politics of Choice: Political Ideology and Intolerance of Ambiguity

The Politics of Choice: Political Ideology and Intolerance of Ambiguity

How Consumers' Political Ideology and Status-Maintenance Goals Interact to Shape Their Desire for Luxury Goods

Helping a Few a Lot or Many a Little: Political Ideology and Charitable Giving

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