Framing Interacts With Political Affiliation to Predict Environmentally-Relevant Purchase Preferences

719 Americans chose between pairs of options in different product categories. One option offered a product at some price; the other offered the same product at a higher price that paid for reduction in carbon emissions, which was called either a carbon tax or a carbon offset. 52% of participants given the offset frame, but only 39% in the tax frame preferred the more costly product. Furthermore, frame interacted with participants' political affiliation. Democrats' choices did not differ between frames, while roughly twice as many Republicans preferred the more costly product in the offset frame than in the tax frame.


David Hardisty, Eric Johnson, and Elke Weber (2009) ,"Framing Interacts With Political Affiliation to Predict Environmentally-Relevant Purchase Preferences", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 379-380.


David Hardisty, Columbia Universith
Eric Johnson, Columbia University
Elke Weber, Columbia University


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

Share Proceeding

Featured papers

See More


Cheating Your Self: Diagnostic Self-Deceptive Cheating for Intrinsic Rewards

Sara Loughran Dommer, Georgia Tech, USA
Nicole Marie Coleman, University of Pittsburgh, USA

Read More


Contested and Confused: The Influence of Social Others in Disrupting Body Projects

Aphrodite Vlahos, University of Melbourne, Australia
Marcus Phipps, University of Melbourne, Australia

Read More


F12. Matching Green Advertising Strategies and Brand Positioning to Improve Brand Evaluation

Danielle Mantovani, Federal University of Paraná
Victoria Vilasanti, Federal University of Paraná
Marcelo Vinhal Nepomuceno, HEC Montreal, Canada
Cecilia Souto Maior, Federal University of Paraná

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.