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 products that signal that they are better than others, and liberal ideology leads consumers to differentiate from others horizontally in the social hierarchy through products that signal that they are unique from others. This happens because conservatism endorses, and liberalism opposes, the belief that the dominance-based hierarchical social structure is a legitimate mechanism to distinguish individual qualities. The effect is robust across measured and manipulated ideology, hypothetical and real product choices, and online searches in conservative and liberal US states. Manipulating consumers’ differentiation goals and perceptions of hierarchy legitimacy mitigates the effect. The findings advance existing research on political ideology, social hierarchy, and consumer divergence, and they contribute to marketing practice.
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The more widespread a political conviction in a population, the higher the probability that the population will adopt political structures that shape reality in line with it.
“And the more widespread a political conviction in a population, the higher the probability that the population will adopt political structures that shape reality in line with it (Jost et al. 2003;Ordabayeva and Fernandes 2018).”
From What Is the Function of Confirmation Bias? (2022) · cites this paper as Ordabayeva and Fernandes 2018
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Liberals as Cultural Omnivores
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Favorite Possessions Protect Subjective Well-Being Under Income Inequality
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ERP Study of Liberals’ and Conservatives’ Moral Reasoning Processes: Evidence from South Korea
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Standing for politics: What consequences for brands?
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Red sport, blue sport: political ideology and the popularity of sports in the United States
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Are Conservatives Less Likely Than Liberals to Accept Welfare? The Psychology of Welfare Politics
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How social perceptions influence consumption for self, for others, and within the broader system
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#MeToo movement in political media era: a comparison of U.S. media and Korean media
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How Do Consumers React to Ads That Meddle in Out-Party Primaries?
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- Authors
- Ordabayeva, N., & Fernandes, D.
- Affiliations
- Boston College (US)
- Universidade Católica Portuguesa (PT)
- Corresponding author
- Ordabayeva, Nailya
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 2018-01-29
- Volume
- 45
- Issue
- 2
- Pages
- 227-250
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2792967648
- Cited by
- 192
- References
- 74
- Citations by year
- 2026: 18 · 2025: 26 · 2024: 25 · 2023: 20 · 2022: 28 · 2021: 27 · 2020: 27 · 2019: 15 · 2018: 5 · 2017: 1
- FWCI
- 33.09
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Consumer Research (publishedVersion)
- Funders
- Boston College (UID/GES/00407/2013)
- Portuguese Foundation of Science and Technology
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Perception and Purchasing Behavior
- Keywords
- political ideology, consumer differentiation, social hierarchy, conservatism, liberalism, product selection, status signaling
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