12C the Influence of Consumers’ Political Ideologies on Online Review Persuasiveness

Prior research suggests conservatives have a stronger desire than liberals to feel affiliation with others. The present research argues that these fundamental affiliative needs drive conservatives (vs. liberals) to align their preferences with reviewers’ opinions, because having the same product evaluation as others offers a sense of social connection.


Sik Chuen Yu, Donnel Anthony Briley, Pennie Frow, and Kiju Jung (2019) ,"12C the Influence of Consumers’ Political Ideologies on Online Review Persuasiveness", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 1001-1001.


Sik Chuen Yu, University of Sydney, Australia
Donnel Anthony Briley, University of Sydney, Australia
Pennie Frow, University of Sydney, Australia
Kiju Jung, University of Sydney, Australia


NA - Advances in Consumer Research Volume 47 | 2019

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