When Do Political Ideologies Affect Brand Extension Evaluation? the Role of Mindsets

Cristobal Barra, University of South Carolina, USA
Alokparna (Sonia) Monga, Rutgers University, USA
We find that political ideologies affect brand extension evaluations. In a holistic mindset, liberals respond more favorably to dissimilar brand extensions than conservatives. However, in an analytic mindset, there are no differences between liberals and conservatives. These effects dissipate when political ideologies are less central to one’s self-concept.
[ to cite ]:
Cristobal Barra and Alokparna (Sonia) Monga (2014) ,"When Do Political Ideologies Affect Brand Extension Evaluation? the Role of Mindsets", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 771-771.