“On Eating Ugly”: How Political Ideology Shapes Preferences For Inferior Products

Although political ideology is known to shape preferences for conspicuous and typically superior products, this research shows that ideology influences preferences also for inconspicuous and sometimes inferior products. Across five experiments, conservatives evaluated inferior products more positively than liberals in an effort to maintain their beliefs in a balanced world.


Monika Lisjak and Nailya Ordabayeva (2019) ,"“On Eating Ugly”: How Political Ideology Shapes Preferences For Inferior Products", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 746-745.


Monika Lisjak, Arizona State University, USA
Nailya Ordabayeva, Boston College, USA


NA - Advances in Consumer Research Volume 47 | 2019

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