Political conservatism and variety-seeking

Daniel Fernandes, Naomi Mandel

Research output: Contribution to journalArticle

25 Citations (Scopus)

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 languageEnglish (US)
Pages (from-to)79-86
Number of pages8
JournalJournal of Consumer Psychology
Volume24
Issue number1
DOIs
StatePublished - Jan 2014

Fingerprint

Politics
Research
Motivation
Variety seeking
Conservatism
Social Norms
Political ideology

Keywords

  • Competitive mediation
  • Conservatism
  • Political ideology
  • Variety-seeking

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

Cite this

Political conservatism and variety-seeking. / Fernandes, Daniel; Mandel, Naomi.

In: Journal of Consumer Psychology, Vol. 24, No. 1, 01.2014, p. 79-86.

Research output: Contribution to journalArticle

Fernandes, Daniel ; Mandel, Naomi. / Political conservatism and variety-seeking. In: Journal of Consumer Psychology. 2014 ; Vol. 24, No. 1. pp. 79-86.
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