Political Conservatism and Variety-Seeking

Journal of Consumer Psychology (2013, Forthcoming)

8 Pages Posted: 24 Jun 2013 Last revised: 4 Sep 2013

See all articles by Daniel Fernandes

Daniel Fernandes

Catholic University of Portugal

Naomi Mandel

Arizona State University (ASU) - Marketing Department

Date Written: June 21, 2013


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.

Keywords: Political ideology, Competitive mediation, Conservatism, Variety-seeking

Suggested Citation

Fernandes, Daniel and Mandel, Naomi, Political Conservatism and Variety-Seeking (June 21, 2013). Journal of Consumer Psychology (2013, Forthcoming). Available at SSRN: https://ssrn.com/abstract=2283326

Daniel Fernandes (Contact Author)

Catholic University of Portugal ( email )

Palma de Cima
Lisboa, 1649-023

Naomi Mandel

Arizona State University (ASU) - Marketing Department ( email )

Tempe, AZ 85287-4106
United States

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