Are Conservatives Always More Averse to Change Than Liberals? Political Ideology and Innovation

The current research examines various aspects of the distinct ways liberals and conservatives perceive and experience change and finds that, in certain instances, conservatives actually prefer change as compared to liberals. This research builds theory related to different conceptualizations of change perceptions in a product innovation context.


Der-Wei Huang and Adam Duhachek (2020) ,"Are Conservatives Always More Averse to Change Than Liberals? Political Ideology and Innovation", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 936-935.


Der-Wei Huang, Indiana University, USA
Adam Duhachek, University of Illinois at Chicago, USA


NA - Advances in Consumer Research Volume 48 | 2020

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