Original paper
Better or Different? How Political Ideology Shapes Preferences for Differentiation in the Social Hierarchy
Abstract
As consumers’ political opinions become more divided and more central to their identities, it is important to understand how political ideology shapes consumers’ attempts to differentiate from others in the marketplace. Seven studies demonstrate that political ideology systematically influences consumers’ preferences for differentiation. Conservative ideology leads consumers to differentiate from others vertically in the social hierarchy through...
Paper Details
Title
Better or Different? How Political Ideology Shapes Preferences for Differentiation in the Social Hierarchy
Published Date
Jan 29, 2018
Journal
Volume
45
Issue
2
Pages
227 - 250
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Notes
History