Politicized Purchasing: Consumer Responses to Divisive Corporate Political Activity
Following the U.S. Supreme Court’s Citizen’s United ruling allowing companies to make unlimited political donations, companies have waded into controversial political issues. This paper reports four experiments showing consumers strongly punish (rarely reward) firms that engage in corporate political activity that is inconsistent (consistent) with the consumer’s own political orientation.
T.J. Weber, Jeff Joireman, and David Sprott (2016) ,"Politicized Purchasing: Consumer Responses to Divisive Corporate Political Activity ", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 675-676.
T.J. Weber, Washington State University, USA
Jeff Joireman, Washington State University, USA
David Sprott, Washington State University, USA
NA - Advances in Consumer Research Volume 44 | 2016
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