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Better or Different? How Political Ideology Shapes Preferences for Differentiation in the Social Hierarchy

Ordabayeva, Nailya, Fernandes, Daniel·2018·Journal of Consumer Research

DOI 10.1093/jcr/ucy004

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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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Authors: Ordabayeva, N., & Fernandes, D.
Affiliations: Boston College (US)
Universidade Católica Portuguesa (PT)
Corresponding author: Ordabayeva, Nailya
ORCID: Ordabayeva, Nailya
Fernandes, Daniel
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
DOI: 10.1093/jcr/ucy004
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
FWCI: 33.09
Type: journal article
Language: en
Open access: closed
Licence: academic.oup.com/journals/pages/about_us/legal/notices (vor)
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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Better or Different? How Political Ideology Shapes Preferences for Differentiation in the Social Hierarchy

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