Dissertation
POLITICIZED PURCHASING: THE ROLE OF POLITICAL ORIENTATION IN CONSUMER BEHAVIOR
Doctor of Philosophy (PhD), Washington State University
01/2017
Handle:
https://hdl.handle.net/2376/111753
Abstract
Political orientation is a primary individual difference that defines how individuals comprehend and react to their contextual environment. The present research seeks to understand how political orientation relates to consumer behavior. In Essay 1, I examine how firms undertaking activity with identifiable political values affects consumer evaluation of the firm and/or its offering across six studies. Results suggest consumers primarily punish firms undertaking politically divisive activity. In Essay 2, I examine how closedness and openness, two associations of political orientation, predict consumption preferences in the automobile replacement market. Because political polarization has created geographic homophily on political values, these associations may produce lucrative marketing research and segmentation strategies. Results suggest Republican counties are more likely to replace a vehicle based on brand- and category-loyalty than liberal consumers. The present research suggests a surprising role for political orientation and its associations in explaining consumption preferences and behavior.
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Details
- Title
- POLITICIZED PURCHASING: THE ROLE OF POLITICAL ORIENTATION IN CONSUMER BEHAVIOR
- Creators
- Thomas James Weber
- Contributors
- Jeffrey A. Joireman (Advisor)David E. Sprott (Committee Member)Andrew W. Perkins (Committee Member)
- Awarding Institution
- Washington State University
- Academic Unit
- Carson College of Business
- Theses and Dissertations
- Doctor of Philosophy (PhD), Washington State University
- Number of pages
- 92
- Identifiers
- 99900581515801842
- Language
- English
- Resource Type
- Dissertation