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 polarization is a marked political division in the population, characterized by
multiple manifestations. The authors argue that it can affect consumer psychology, which in …

The COVID-19 pandemic and the accompanying economic downturn have dramatically
impacted the lives of consumers around the world. From a conceptual perspective, such …

Ideology plays a central role in consumer decisions, actions, and practices. While there have
been numerous studies of ideological formations in specific consumption contexts, an …

Firms spend substantial resources responding to customer complaints, and the marketing
profession has a long history of supporting that enterprise to promote customer loyalty. The …

As consumers' political opinions become more divided and more central to their identities, it
is important to understand how political ideology shapes consumers' attempts to differentiate …

Purpose Through activism, brands participate in the sociopolitical controversies that shape
society today. Based on social identity theory, this study aims to examine the moderating …

An abundance of research in political psychology demonstrates that leftists and rightists (or
liberals and conservatives) diverge from one another in terms of:(a) personality …

This article examines the effect of political identity on customers' satisfaction with the
products and services they consume. Recent work suggests that conservatives are less …

The global political system is undergoing profound transformations. Political spending is
reaching unprecedented heights (particularly in the United States), and much of it is shifting …