Similarity Focus and Support For Redistribution

Despite unprecedented levels of inequality in the US, redistribution support is not widespread. Four studies show that prompting a cognitive focus on similarity (vs. dissimilarity) can effectively boost support for redistribution by changing perceptions of individuals’ dispositional inputs (hard work, motivation), justification of unequal outcomes, and perceived fairness of inequality.


Nailya Ordabayeva and Daniel Fernandes (2017) ,"Similarity Focus and Support For Redistribution", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 789-790.


Nailya Ordabayeva, Boston College, USA
Daniel Fernandes, Catholic University of Portugal, Portugal


NA - Advances in Consumer Research Volume 45 | 2017

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