The Impact of Political Ideology on Self-Control

Self-control success varies as a function of consumers’ political ideology. Specifically, conservatives (liberals) are more successful at response inhibition (updating) due to cognitive-rigidity (cognitive-flexibility). Findings from three studies demonstrate an important link between ideology and self-control through cognitive flexibility and offer critical implications for consumer behavior (habit formation, addictive consumption).


Bryan Buechner, Joshua J. Clarkson, Ashley Otto, Edward R. Hirt, and Ming-Shen (Cony) Ho (2020) ,"The Impact of Political Ideology on Self-Control", 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.


Bryan Buechner, Xavier University
Joshua J. Clarkson, University of Cincinnati, USA
Ashley Otto, Baylor University, USA
Edward R. Hirt, Indiana University, USA
Ming-Shen (Cony) Ho, Clemson University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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