Cognitive Dissonance Drives Politically Motivated Consumption As Evidenced Through Asymmetric Willingness to Sacrifice Utility

Chris Hydock, Georgetown University, USA
Anne Wilson, Georgetown University, USA
Kurt Carlson, Georgetown University, USA
The research examines Politically Motivated Consumption (PMC). Three experiments document the impact of taking a political stance on consumer behavior. The research elucidates the asymmetrical effect of congruity vs. incongruity on the likelihood of engaging in PMC and identifies cognitive dissonance as the driver of this phenomenon.
[ to cite ]:
Chris Hydock, Anne Wilson, and Kurt Carlson (2015) ,"Cognitive Dissonance Drives Politically Motivated Consumption As Evidenced Through Asymmetric Willingness to Sacrifice Utility", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 569-569.