Political Ideology and Consumer Decision Making

Despite polarization among political parties, it remains unclear how differences in political ideology impact consumer choice. Liberals and conservatives are systematically drawn to distinct preferences where liberals prefer hedonic, novel, and desirable options, while conservatives prefer utilitarian, status quo, and feasible options. Deliberation underlies these differences with liberals deliberating more.


Adam Farmer, Blair Kidwell, and David Hardesty (2014) ,"Political Ideology and Consumer Decision Making", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 59-64.


Adam Farmer, Mississippi State University, USA
Blair Kidwell, Ohio State University, USA
David Hardesty, University of Kentucky, USA


NA - Advances in Consumer Research Volume 42 | 2014

Share Proceeding

Featured papers

See More


Portals of Transformation In Consumer Experiences

Linda L Price, University of Oregon, USA
Basil Arnould Price, York University, UK

Read More


Understanding Consumer Sensory Preferences: An Ethnographic Investigation of Sensory Flamboyance and Subtlety in India

Tanuka Ghoshal, Baruch College, USA
Russell W. Belk, York University, Canada

Read More


When the Ends Do Not Justify Paying for the Means: Consumers Prefer Shifting Costs from Means to Goals

Franklin Shaddy, University of Chicago, USA
Ayelet Fishbach, University of Chicago, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.