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12 - Political Ideology and Consumer Psychology

from 2 - Consumer Psychology of Groups and Society

Published online by Cambridge University Press:  30 March 2023

By
Nailya Ordabayeva ,
Aylin Çakanlar  and
Daniel Fernandes
Edited by
Cait Lamberton ,
Derek D. Rucker  and
Stephen A. Spiller
Cait Lamberton
Affiliation:
Wharton School, University of Pennsylvania
Derek D. Rucker
Affiliation:
Kellogg School, Northwestern University, Illinois
Stephen A. Spiller
Affiliation:
Anderson School, University of California, Los Angeles
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Summary

The present chapter proposes an organizing framework for understanding the effects of political ideology on consumer behavior. We first summarize how political ideology is conceptualized and operationalized in the literature. We then describe three levels at which political ideology shapes consumption decisions. At the individual level, the political ideology of consumers has wide-ranging effects on their acquisition, consumption, and divestment decisions. At the company level, the political ideology of companies with which consumers interact influences corporate political actions (such as lobbying) and activism (such as taking a stand on sociopolitical issues and events), with tangible implications for consumer behavior and company outcomes. At the system level, the political ideology of systems, reflected in the media, cultural, policy, and social environments that consumers and scholars navigate, has far-ranging implications for consumer decision-making, well-being, and even the body of knowledge generated on the topic of political ideology.

Keywords

political ideologypolitical polarizationconsumer activismpolitical attitudes
Type
Chapter
Information
The Cambridge Handbook of Consumer Psychology , pp. 331 - 363
Publisher: Cambridge University Press
Print publication year: 2023

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