Work

Different personality, different consumption : how conservatives and liberals act upon luxury

Year: 2014

Type: dissertation

Abstract: Along time, research has been focused on exploring how thoughts and feelings may be linked to their political ideology. Yet, little research has been made regarding how this political ideology influences consumer behaviour. The present research examines the effect of political ideology on luxury consumption. With a study focused on how conservatives and liberals act upon luxury, we are able to establish that conservatives and liberals do not act the same way, confirming the idea that more conservative individuals are more susceptible to social comparisons and are, therefore, more likely to seek status through consumption products or services that enable them to differentiate themselves from others.

Source: Portuguese National Funding Agency for Science, Research and Technology (RCAAP Project by FCT)

Author: Claro, Pedro Tomás Sousa Furtado Sampaio

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W6990592479

Cites:

Cited by:

Related to: 10