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Cited by 192Consumer Behavior in Brand Consumption and IdentificationConsumer Market Behavior and PricingConsumer Perception and Purchasing Behavior

The DOI matches its Crossref record; 74 of the 74 references it cites were found in a registry or an index.

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.

Overview

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Crossref · 10.1093/jcr/ucy004

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74 of 74 references verified0 citation errors · 0 not checkable

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Metadata

Authors
Ordabayeva, N., & Fernandes, D.
Affiliations
  • Boston College (US)
  • Universidade Católica Portuguesa (PT)
Corresponding author
Ordabayeva, Nailya
ORCID
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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