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

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.



Citation:

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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 569-569.

Authors

Chris Hydock, Georgetown University, USA
Anne Wilson, Georgetown University, USA
Kurt Carlson, Georgetown University, USA



Volume

NA - Advances in Consumer Research Volume 43 | 2015



Share Proceeding

Featured papers

See More

Featured

When Buffers Backfire: Corporate Social Responsibility Reputation and Consumer Response to Corporate Ethical Transgressions

Marlene Vock, Amsterdam Business School, University of Amsterdam
Adrian Ward, University of Texas at Austin, USA
Margaret C. Campbell, University of Colorado, USA

Read More

Featured

Consumers’ Trust in Algorithms

Noah Castelo, Columbia University, USA
Maarten Bos, Disney Research
Donald Lehmann, Columbia University, USA

Read More

Featured

N6. Not Myself: The Impact of Secret-Keeping on Consumer Choice Regret

DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University

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.