Consumer Regulation Strategies: Attenuating the Effect of Consumer References in a Voting Context

51 Pages Posted: 14 Oct 2019

See all articles by Jodie Whelan

Jodie Whelan

York University

Miranda Goode

Ivey Business School, Western University

June Cotte

University of Western Ontario

Matthew Thomson

University of Western Ontario - Marketing Area Group; University of Western Ontario - Richard Ivey School of Business

Date Written: November 2016

Abstract

Consumption cues (e.g., brands, money, and advertisements) can have powerful effects on cognition, perception, and behavior, yet how people regulate responses to such cues is not well understood. This is surprising given that consumption cues are increasingly present in nontraditional consumer contexts, such as healthcare, education, and politics. This research develops a measure of two types of consumer regulation strategies, cue-based and budget-based (studies 1–4), and demonstrates that these strategies influence how people respond to consumption cues in a political context (study 5). Specifically, in a study involving the 2012 American Presidential Election, priming survey participants as consumers (versus citizens) influenced both voting intentions and self-reported voting behavior, and the newly developed consumer regulation scale was instrumental in detecting this effect. These findings suggest there may be merit in the escalating debate and concern over referring to voters as consumers.

Note: © 2016 Wiley Periodicals, Inc.

Keywords: regulation strategies, consumption cues, politics, voting, priming, scale development

JEL Classification: M31

Suggested Citation

Whelan, Jodie and Goode, Miranda and Cotte, June and Thomson, Matthew, Consumer Regulation Strategies: Attenuating the Effect of Consumer References in a Voting Context (November 2016). Available at SSRN: https://ssrn.com/abstract=3463159 or http://dx.doi.org/10.2139/ssrn.3463159

Jodie Whelan

York University

4700 Keele Street
Toronto, Ontario M3J 1P3
Canada

Miranda Goode (Contact Author)

Ivey Business School, Western University ( email )

1255 Western Rd.
London, Ontario N6G 0N1
Canada

HOME PAGE: http://www.ivey.uwo.ca/faculty/directory/miranda-goode/

June Cotte

University of Western Ontario ( email )

1151 Richmond Street
Suite 2
London, Ontario N6A 5B8
Canada

Matthew Thomson

University of Western Ontario - Marketing Area Group ( email )

1151 Richmond Street, Suite 2
London, Ontario N6A 5B8
Canada

University of Western Ontario - Richard Ivey School of Business ( email )

1255 Western Road
London, Ontario N6G 0N1
Canada

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