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.


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.


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


NA - Advances in Consumer Research Volume 48 | 2020

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