Date Available


Year of Publication


Degree Name

Doctor of Philosophy (PhD)

Document Type

Doctoral Dissertation


Business and Economics


Marketing and Supply Chain

First Advisor

Dr. Blair Kidwell

Second Advisor

Dr. David Hardesty


Despite continued polarization along political party lines, it remains unclear how differences in political ideology impact the choices consumers make. The results of seven studies indicate that political ideology profoundly influences the way consumers think and behave. Liberals and conservatives are systematically drawn to distinct choice preferences where liberals prefer hedonic, novel, and desirable options, while conservatives prefer utilitarian, status quo, and feasible options. These findings are robust for multiple measures of political ideology across multiple choice sets. Differences in behavior are explained by the amount of deliberation used for a given decision. Liberals deliberate more than conservatives as they are more open to information while conservatives have a lower tolerance for ambiguous information. Implications for consumers, marketers, and policy makers are provided.

Included in

Marketing Commons