Political Neutrality Aversion: When and Why ‘Staying Out of It’ Backfires

Consumers care where public figures and the organizations they represent stand on political issues. Yet when asked to take sides, public figures often choose to remain neutral. Six experiments find that expressions of political neutrality can backfire, often signaling impression management motives which harm trust, even relative to outright opposition.


Ike Silver and Alex Shaw (2020) ,"Political Neutrality Aversion: When and Why ‘Staying Out of It’ Backfires", 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: 1086-1090.


Ike Silver, University of Pennsylvania, USA
Alex Shaw, University of Chicago, USA


NA - Advances in Consumer Research Volume 48 | 2020

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