Political Ideology and Consumer Psychology

doi:10.1017/9781009243957.015

12 - Political Ideology and Consumer Psychology

from 2 - Consumer Psychology of Groups and Society

Published online by Cambridge University Press: 30 March 2023

Aylin Çakanlar and

Edited by

Derek D. Rucker and

Cait Lamberton: Affiliation:
Wharton School, University of Pennsylvania
Derek D. Rucker: Affiliation:
Kellogg School, Northwestern University, Illinois
Stephen A. Spiller: Affiliation:
Anderson School, University of California, Los Angeles

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Summary

The present chapter proposes an organizing framework for understanding the effects of political ideology on consumer behavior. We first summarize how political ideology is conceptualized and operationalized in the literature. We then describe three levels at which political ideology shapes consumption decisions. At the individual level, the political ideology of consumers has wide-ranging effects on their acquisition, consumption, and divestment decisions. At the company level, the political ideology of companies with which consumers interact influences corporate political actions (such as lobbying) and activism (such as taking a stand on sociopolitical issues and events), with tangible implications for consumer behavior and company outcomes. At the system level, the political ideology of systems, reflected in the media, cultural, policy, and social environments that consumers and scholars navigate, has far-ranging implications for consumer decision-making, well-being, and even the body of knowledge generated on the topic of political ideology.

Keywords

political ideology political polarization consumer activism political attitudes

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Type: Chapter
Information: The Cambridge Handbook of Consumer Psychology , pp. 331 - 363

DOI: https://doi.org/10.1017/9781009243957.015 [Opens in a new window]

Publisher: Cambridge University Press

Print publication year: 2023

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