2026-05-22T14:30:10Zhttps://keep.lib.asu.edu/oai/requestoai:keep.lib.asu.edu:node-1936692024-12-23T18:01:48Zoai_pmh:alloai_pmh:repo_items193669
https://hdl.handle.net/2286/R.2.N.193669
http://rightsstatements.org/vocab/InC/1.0/
All Rights Reserved
2024
88 pages
Doctoral Dissertation
Academic theses
Text
eng
Jacob, Pradeep
Mandel, Naomi
Weingarten, Evan
Kim, Christian H
Arizona State University
Partial requirement for: Ph.D., Arizona State University, 2024
Field of study: Business Administration
As brands increasingly take stances on divisive political issues, it is essential to understand how consumers' political ideology influences reactions to such brands. This research examines the effect of US consumers' political ideology on their likelihood of retaliating against politically activist brands. I find that liberals (vs. conservatives) exhibit larger retaliation effects against brands that take an opposing (vs. supporting or neutral) stance on a divisive political issue. The principles of fair market ideology can explain this disparity. Conservatives (vs. liberals) are more likely to view the market as self-regulating and inherently just, reducing their tendency to retaliate against brands they oppose. Instead, conservatives, view large corporations as pivotal to the economy and are thus less likely to engage in personal or institutional intervention.
Marketing
Social Psychology
Political Science
Brand Activism
Consumer Activism
Consumer Retaliation
Fair Market Ideology
Political Ideology
System Justification
Asymmetries in Political Retaliation: How Liberals (vs. Conservatives) Punish Activist Firms