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

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.



Citation:

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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 59-64.

Authors

Andrew M. Kaikati, Saint Louis University, USA
Carlos J. Torelli, University of Minnesota, USA
Karen P. Winterich, Penn State University, USA



Volume

NA - Advances in Consumer Research Volume 42 | 2014



Share Proceeding

Featured papers

See More

Featured

All We Need is Love: Examining Differences in Time and Money Donations between Dyads and Individuals

Hristina Nikolova, Boston College, USA

Read More

Featured

Both Good from Afar…and Far from Good? Mental Representation Changes Consumer Preference for Products from a Brand with a Reputation for Innovativeness

Jeff Larson, Brigham Young University, USA
Kelly Goldsmith, Vanderbilt University, USA
BJ Allen, University of Arkansas, USA

Read More

Featured

Consumers’ Attribution of Mind to Possessions as an Impediment to Sharing

*Chi Hoang, Norwegian School of Management, Norway
Klemens Knoferle, Norwegian School of Management, Norway
Luk Warlop, Norwegian School of Management, Norway
aradhna krishna, University of Michigan, 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.