IDEAS home Printed from https://ideas.repec.org/a/eee/jouret/v96y2020i1p55-73.html
   My bibliography  Save this article

Political Identity and the Consumer Journey: A Research Review

Author

Listed:
  • Jung, Jihye
  • Mittal, Vikas

Abstract

The importance of consumers’ political identity in the consumer journey has grown in recent years. This article describes and discusses four key issues relevant to consumers and political identity: (1) the definition and conceptual structure of political identity as a construct; (2) a practical guide to measure political identity; (3) the role of political identity in consumer decisions; and (4) an examination of ways in which political identity can affect the consumer journey in retailing. Overall, the insights from this article can help retailers better utilize consumers’ political identity for their strategy and tactical implementation process.

Suggested Citation

  • Jung, Jihye & Mittal, Vikas, 2020. "Political Identity and the Consumer Journey: A Research Review," Journal of Retailing, Elsevier, vol. 96(1), pages 55-73.
    • Handle: RePEc:eee:jouret:v:96:y:2020:i:1:p:55-73
    DOI: 10.1016/j.jretai.2019.09.003
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0022435919300557
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretai.2019.09.003?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Winterich, Karen Page & Zhang, Yinlong & Mittal, Vikas, 2012. "How political identity and charity positioning increase donations: Insights from Moral Foundations Theory," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 346-354.
    2. Hetherington, Marc J., 2001. "Resurgent Mass Partisanship: The Role of Elite Polarization," American Political Science Review, Cambridge University Press, vol. 95(3), pages 619-631, September.
    3. Kaustia, Markku & Torstila, Sami, 2011. "Stock market aversion? Political preferences and stock market participation," Journal of Financial Economics, Elsevier, vol. 100(1), pages 98-112, April.
    4. Jeremy Moore & James Felton & Colby Wright, 2010. "The Influence of Political Orientation on Financial Risk Taking," American Journal of Business, Emerald Group Publishing Limited, vol. 25(1), pages 35-44, April.
    5. Blair Kidwell & Adam Farmer & David M. Hardesty, 2013. "Getting Liberals and Conservatives to Go Green: Political Ideology and Congruent Appeals," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(2), pages 350-367.
    6. Jeremy Moore & James Felton & Colby Wright, 2010. "The Influence of Political Orientation on Financial Risk Taking," American Journal of Business, Emerald Group Publishing, vol. 25(1), pages 35-43.
    7. Kay, Aaron C. & Jost, John T., 2003. "Complementary Justice: Effects of "Poor But Happy" and "Poor But Honest" Stereotype Exemplars on System Justification and Implicit Activation of the Justice Motive," Research Papers 1753r, Stanford University, Graduate School of Business.
    8. Kiju Jung & Ellen Garbarino & Donnel A. Briley & Jesse Wynhausen, 2017. "Blue and Red Voices: Effects of Political Ideology on Consumers’ Complaining and Disputing Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 477-499.
    9. Brigid Laffan, 1996. "The Politics of Identity and Political Order in Europe," Journal of Common Market Studies, Wiley Blackwell, vol. 34(1), pages 81-102, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Lu, Steven Qiang & Vassallo, Jarrod P. & Choi, Ada & Li, Jia, 2024. "The role of political ideology on variety-seeking behavior during crisis-induced threats: Evidence from the COVID-19 pandemic," Journal of Retailing, Elsevier, vol. 100(2), pages 166-185.
    2. Stefanie Wannow & Martin Haupt & Martin Ohlwein, 2024. "Is brand activism an emotional affair? The role of moral emotions in consumer responses to brand activism," Journal of Brand Management, Palgrave Macmillan, vol. 31(2), pages 168-192, March.
    3. Madani, Fatima & Seenivasan, Satheesh & Ma, Junzhao, 2021. "Determinants of store patronage: The roles of political ideology, consumer and market characteristics," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    4. In-Hye Kang & Amna Kirmani, 2024. "Lying and Cheating the Company: The Positive and Negative Effects of Corporate Activism on Unethical Consumer Behavior," Journal of Business Ethics, Springer, vol. 192(1), pages 39-56, June.
    5. Klement Podnar & Urša Golob, 2024. "Brands and activism: ecosystem and paradoxes," Journal of Brand Management, Palgrave Macmillan, vol. 31(2), pages 95-107, March.
    6. Elena Fumagalli & Candelaria Belén Krick & Marina Belén Dolmatzian & Julieta Edith Del Negro & Joaquin Navajas, 2023. "Partisanship predicts COVID-19 vaccine brand preference: the case of Argentina," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-10, December.
    7. Thomas Usslepp & Sandra Awanis & Margaret K Hogg & Ahmad Daryanto, 2022. "The Inhibitory Effect of Political Conservatism on Consumption: The Case of Fair Trade," Journal of Business Ethics, Springer, vol. 176(3), pages 519-531, March.
    8. Jane Kolodinsky & Hannah Lacasse & Katherine Gallagher, 2020. "Making Hemp Choices: Evidence from Vermont," Sustainability, MDPI, vol. 12(15), pages 1-15, August.
    9. Jorge Matute & José Luis Sánchez-Torelló & Ramon Palau-Saumell, 2021. "The Influence of Organizations’ Tax Avoidance Practices on Consumers’ Behavior: The Role of Moral Reasoning Strategies, Political Ideology, and Brand Identification," Journal of Business Ethics, Springer, vol. 174(2), pages 369-386, November.
    10. Xia, Lan & Roggeveen, Anne L., 2022. "How collective stress affects price fairness perceptions: The role of nostalgia," Journal of Business Research, Elsevier, vol. 152(C), pages 361-371.
    11. Petersen, Thies & Denker, Tom & Koppenberg, Maximilian & Hirsch, Stefan, 2024. "Meat Substitute Consumption and Political Attitudes – Testing the Left-Right and Environmental Concerns Frameworks," 2024 Annual Meeting, July 28-30, New Orleans, LA 343692, Agricultural and Applied Economics Association.
    12. repec:ags:aaea22:335511 is not listed on IDEAS
    13. Anil Mathur & George P. Moschis, 2022. "Do Personal Values and Political Ideology Affect Sustainable Consumption?," Sustainability, MDPI, vol. 14(23), pages 1-21, November.
    14. Boman, Laura & Urumutta Hewage, Ganga S. & Hasford, Jonathan, 2023. "Strength in diversity: How incongruent racial cues enhance consumer preferences toward conservative brands," Journal of Business Research, Elsevier, vol. 168(C).
    15. Vadakkepatt, Gautham G. & Winterich, Karen Page & Mittal, Vikas & Zinn, Walter & Beitelspacher, Lauren & Aloysius, John & Ginger, Jessica & Reilman, Julie, 2021. "Sustainable Retailing," Journal of Retailing, Elsevier, vol. 97(1), pages 62-80.
    16. Claudy, Marius C. & Parkinson, Mary & Aquino, Karl, 2024. "Why should innovators care about morality? Political ideology, moral foundations, and the acceptance of technological innovations," Technological Forecasting and Social Change, Elsevier, vol. 203(C).
    17. Grewal, Dhruv & Roggeveen, Anne L., 2020. "Understanding Retail Experiences and Customer Journey Management," Journal of Retailing, Elsevier, vol. 96(1), pages 3-8.
    18. Domenico, Giandomenico Di & Sit, Jason & Ishizaka, Alessio & Nunan, Daniel, 2021. "Fake news, social media and marketing: A systematic review," Journal of Business Research, Elsevier, vol. 124(C), pages 329-341.
    19. Northey, Gavin & Chan, Eugene Y., 2020. "Political conservatism and preference for (a)symmetric brand logos," Journal of Business Research, Elsevier, vol. 115(C), pages 149-159.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Verena Schoenmueller & Oded Netzer & Florian Stahl, 2023. "Frontiers: Polarized America: From Political Polarization to Preference Polarization," Marketing Science, INFORMS, vol. 42(1), pages 48-60, January.
    2. John T. Jost & Melanie Langer & Vishal Singh, 2017. "The Politics of Buying, Boycotting, Complaining, and Disputing: An Extension of the Research Program by Jung, Garbarino, Briley, and Wynhausen," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 503-510.
    3. van Esch, Patrick & Cui, Yuanyuan (Gina) & Jain, Shailendra Pratap, 2021. "The effect of political ideology and message frame on donation intent during the COVID-19 pandemic," Journal of Business Research, Elsevier, vol. 125(C), pages 201-213.
    4. Kiju Jung & Ellen Garbarino & Donnel A. Briley & Jesse Wynhausen, 2017. "Political Ideology and Consumer Research beyond Complaining Behavior: A Response to the Commentaries," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 511-518.
    5. Northey, Gavin & Chan, Eugene Y., 2020. "Political conservatism and preference for (a)symmetric brand logos," Journal of Business Research, Elsevier, vol. 115(C), pages 149-159.
    6. Chan, Eugene Y. & Ilicic, Jasmina, 2019. "Political ideology and brand attachment," International Journal of Research in Marketing, Elsevier, vol. 36(4), pages 630-646.
    7. Thomas Usslepp & Sandra Awanis & Margaret K Hogg & Ahmad Daryanto, 2022. "The Inhibitory Effect of Political Conservatism on Consumption: The Case of Fair Trade," Journal of Business Ethics, Springer, vol. 176(3), pages 519-531, March.
    8. Jeffrey A. Chandler & Yeongsu (Anthony) Kim & Jacob A. Waddingham & Aaron D. Hill, 2023. "Going global? CEO political ideology and the choice between international alliances and international acquisitions," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 54(8), pages 1441-1470, October.
    9. Beth L. Fossen & Girish Mallapragada & Anwesha De, 2021. "Impact of Political Television Advertisements on Viewers’ Response to Subsequent Advertisements," Marketing Science, INFORMS, vol. 40(2), pages 305-324, March.
    10. Claudy, Marius C. & Parkinson, Mary & Aquino, Karl, 2024. "Why should innovators care about morality? Political ideology, moral foundations, and the acceptance of technological innovations," Technological Forecasting and Social Change, Elsevier, vol. 203(C).
    11. Eugene Y. Chan & Jack Lin, 2022. "Political ideology and psychological reactance: how serious should climate change be?," Climatic Change, Springer, vol. 172(1), pages 1-22, May.
    12. Whelan, Jodie & Hingston, Sean T., 2022. "Pathogens, privilege, and purity: How pathogen threat and childhood socioeconomic status influence consumers’ condemnation of purity violations," Journal of Business Research, Elsevier, vol. 142(C), pages 636-647.
    13. Boman, Laura & Urumutta Hewage, Ganga S. & Hasford, Jonathan, 2023. "Strength in diversity: How incongruent racial cues enhance consumer preferences toward conservative brands," Journal of Business Research, Elsevier, vol. 168(C).
    14. Septianto, Felix & Northey, Gavin & Dolan, Rebecca, 2019. "The effects of political ideology and message framing on counterfeiting: The mediating role of emotions," Journal of Business Research, Elsevier, vol. 99(C), pages 206-214.
    15. Ketron, Seth & Kwaramba, Shingirai & Williams, Miranda, 2022. "The “company politics” of social stances: How conservative vs. liberal consumers respond to corporate political stance-taking," Journal of Business Research, Elsevier, vol. 146(C), pages 354-362.
    16. Kiju Jung & Ellen Garbarino & Donnel A. Briley & Jesse Wynhausen, 2017. "Blue and Red Voices: Effects of Political Ideology on Consumers’ Complaining and Disputing Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 477-499.
    17. Anil Mathur & George P. Moschis, 2022. "Do Personal Values and Political Ideology Affect Sustainable Consumption?," Sustainability, MDPI, vol. 14(23), pages 1-21, November.
    18. Jasinenko, Anna & Christandl, Fabian & Meynhardt, Timo, 2020. "Justified by ideology: Why conservatives care less about corporate social irresponsibility," Journal of Business Research, Elsevier, vol. 114(C), pages 290-303.
    19. Gohary, Ali & Madani, Fatima & Chan, Eugene Y. & Tavallaei, Stella, 2023. "Political ideology and fair-trade consumption: A social dominance orientation perspective," Journal of Business Research, Elsevier, vol. 156(C).
    20. Jin Ho Yun & Yaeri Kim & Eun-Ju Lee, 2022. "ERP Study of Liberals’ and Conservatives’ Moral Reasoning Processes: Evidence from South Korea," Journal of Business Ethics, Springer, vol. 176(4), pages 723-739, April.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jouret:v:96:y:2020:i:1:p:55-73. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.