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

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