Political conservatism and variety-seeking

• Autores: Daniel Fernandes, Naomi Mandel
• Localización: Journal of Consumer Psychology, ISSN-e 1057-7408, Vol. 24, Nº. 1, 2014, págs. 70-86
• Idioma: inglés
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• Resumen

  • In this research, we document and explain a counterintuitive effect of political ideology on variety-seeking. Although political conservatives have a higher desire for control, which exerts a negative effect on variety-seeking, they also have a stronger motivation to follow social norms, which exerts a positive effect on variety-seeking. Three studies demonstrate that conservatism is positively related to variety-seeking due to social normative concerns and rule out an alternative explanation of heightened self-expressive motives among conservatives. This research provides preliminary evidence of how political ideology may explain differences in product choices.