Stability Vs. Change: the Effect of Political Ideology on Product Preference

Adam Duhachek, Indiana University, USA
Zakary L. Tormala, Stanford University, USA
DaHee Han, McGill University, Canada
The current research examines how political ideology affects consumer behavior with respect to their preferences for products and messages that highlight either stability or change. Findings suggest that conservatives prefer the product and ad messages emphasizing stability whereas liberals prefer the product and ad messages highlighting change.
[ to cite ]:
Adam Duhachek, Zakary L. Tormala, and DaHee Han (2014) ,"Stability Vs. Change: the Effect of Political Ideology on Product Preference", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 59-64.