Abstract
In this research, we document and explain a counterintuitive effect of political ideology on variety-seeking. Although political conservatives have a higher desire for control, which exerts a negative effect on variety-seeking, they also have a stronger motivation to follow social norms, which exerts a positive effect on variety-seeking. Three studies demonstrate that conservatism is positively related to variety-seeking due to social normative concerns and rule out an alternative explanation of heightened self-expressive motives among conservatives. This research provides preliminary evidence of how political ideology may explain differences in product choices.
| Original language | English |
|---|---|
| Pages (from-to) | 79-86 |
| Number of pages | 8 |
| Journal | Journal of Consumer Psychology |
| Volume | 24 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - Jan 2014 |
Keywords
- Competitive mediation
- Conservatism
- Political ideology
- Variety-seeking