Year: 2014
Type: article
Abstract: Despite continued polarization along political party lines, it remains unclear how differences in political ideology impact the choices consumers make. The results of seven studies indicate that political ideology profoundly influences the way consumers think and behave. Liberals and conservatives are systematically drawn to distinct choice preferences where liberals prefer hedonic, novel, and desirable options, while conservatives prefer utilitarian, status quo, and feasible options. These findings are robust for multiple measures of political ideology across multiple choice sets. Differences in behavior are explained by the amount of deliberation used for a given decision. Liberals deliberate more than conservatives as they are more open to information while conservatives have a lower tolerance for ambiguous information. Implications for consumers, marketers, and policy makers are provided.
Author: Adam Farmer
Language: English
Subfield: General Decision Sciences
Field: Decision Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W82708332