How political identity shapes customer satisfaction

Daniel Fernandes*, Nailya Ordabayeva, Kyuhong Han, Jihye Jung, Vikas Mittal

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

24 Citations (Scopus)
96 Downloads

Abstract

This article examines the effect of political identity on customers' satisfaction with the products and services they consume. Recent work suggests that conservatives are less likely to complain than liberals. Building on that work, the present research examines how political identity shapes customer satisfaction, which has broad implications for customers and firms. Nine studies combine different methodologies, primary and secondary data, real and hypothetical behavior, different product categories, and diverse participant populations to show that conservatives (vs. liberals) are more satisfied with the products and services they consume. This happens because conservatives (vs. liberals) are more likely to believe in free will (i.e., that people have agency over their decisions) and, therefore, to trust their own decisions. The authors document the broad and tangible downstream consequences of this effect for customers' repurchase and recommendation intentions and firms' sales. The association of political identity and customer satisfaction is attenuated when belief in free will is externally weakened, choice is limited, or the consumption experience is overwhelmingly positive.
Original languageEnglish
Pages (from-to)116-134
Number of pages19
JournalJournal of Marketing
Volume86
Issue number6
DOIs
Publication statusPublished - Nov 2022

Keywords

  • Belief in free will
  • Customer satisfaction
  • Political identity
  • Political ideology
  • Repurchase intention
  • Sales

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