“Maga” Hats and “Hope” Shirts: Small Donors Purchase Activism in Competitive Political Races

Small donor contributions to political campaigns are not well understood. We find that supporters of the underdog (vs. favorite) candidate are more likely express their support by purchasing campaign merchandise than by making monetary donations. We investigate this phenomenon in the context of several U.S. elections between 2008-2018.


Gustavo Schneider, Jennifer Savary, Anastasiya Pocheptsova Ghosh, and Ted Matherly (2019) ,"“Maga” Hats and “Hope” Shirts: Small Donors Purchase Activism in Competitive Political Races", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 830-831.


Gustavo Schneider, University of South Carolina, USA
Jennifer Savary, University of Arizona, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA
Ted Matherly, Tulane University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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