Conforming Conservatives: How Norms of Salient Social Identities Overcome ‘Heartless Conservative’ Tendencies

Andrew M. Kaikati, Saint Louis University, USA
Carlos J. Torelli, University of Minnesota, USA
Karen P. Winterich, Penn State University, USA
This research considers that conservatives (vs.liberals) may be more likely to conform to the norms of others who share a salient identity. In the context of charitable giving, conservatives’ conformity to norms of other group members to manage impressions results in increased donations. Notably, liberals do not alter their behavior.
[ to cite ]:
Andrew M. Kaikati, Carlos J. Torelli, and Karen P. Winterich (2014) ,"Conforming Conservatives: How Norms of Salient Social Identities Overcome ‘Heartless Conservative’ Tendencies", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 59-64.