Political Ideology Driven Differences in Consumers’ Switching Behavior For Differentially Involving Products

The present study demonstrates that conservatives display a higher maximizing tendency, and thus search more and switch more often than liberals. This pattern, however, is reversed and conservatives engage in less search and less switching when a product is high on self-relevance and carries a high risk if it fails.



Citation:

Hyerin Han, Hyun Euh, Hyesung Yoo, and Akshay Rao (2020) ,"Political Ideology Driven Differences in Consumers’ Switching Behavior For Differentially Involving Products", 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: 218-219.

Authors

Hyerin Han, University of Minnesota, USA
Hyun Euh, University of Minnesota, USA
Hyesung Yoo, Washington University, USA
Akshay Rao, University of Minnesota, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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