Fair Or Not? Political Ideology Shapers Observers’ Responses to Service Failures

We use a combination of experimental, big data, and survey methods to show that political ideology shapes observing consumers’ responses to service failures. Following a service failure, liberal (vs. conservative) observers are likely to respond more negatively to the brand, driven by their greater endorsement of the fairness moral foundation. This research highlights the morality-driven process by which political ideology predicts consumer behavior in non-political contexts such as service failures. At a broader level, our studies show that moral processes diverge consumer judgments even in the absence of overt moral or ethical dilemmas.



Citation:

Chethana Achar and Nidhi Agrawal (2020) ,"Fair Or Not? Political Ideology Shapers Observers’ Responses to Service Failures", 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.

Authors

Chethana Achar, University of Washington, USA
Nidhi Agrawal, University of Washington, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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