Political ideology: Basis for a dynamic social identity

Donnel A. Briley, Kiju Jung, Shai Danziger

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Abstract

Because the political world has become increasingly polarized and contentious, people’s political ideologies form the basis for a social identity of growing importance and influence. This chapter discusses the foundations of political identity, as well as its effects on consumer behavior. The authors isolate a key dimension distinguishing liberals and conservatives, system justification motivation, and draw implications for how this disposition influences various consumer behaviors. Further, adopting a dynamic view, they examine transitory situational factors that can either increase or decrease a person’s system justification motivation and alter behaviors.

Original languageEnglish
Title of host publicationHandbook of Research on Identity Theory in Marketing
PublisherEdward Elgar Publishing Ltd.
Pages374-387
Number of pages14
ISBN (Electronic)9781788117739
ISBN (Print)9781788117722
DOIs
StatePublished - 1 Jan 2019

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