JM Buzz Deep Dive: Political Identity and Consumer Behavior (with Dr. Lauren Grewal)

Can we get beyond simple notions such as "conservatives like Chick-fil-A and liberals like Ben & Jerry's" to understand how personal beliefs affect satisfaction with everyday purchases? And how can recent marketing scholarship help us understand consumers' responses to markets that are more controversial—like the markets for blood or the moral aspects of sex work—and how consumers might also be persuaded to shift their perspectives?

Join host Lauren Grewal (Dartmouth College) as she interviews authors of recent Journal of Marketing articles that have addressed this topic: Shreyans Goenka (Virginia Tech), Daniel Fernandes (Universidade Católica Portuguesa), and Nailya Ordabayeva (Dartmouth College).

The studies discussed include:

Shreyans Goenka and Stijn M.J. van Osselaer, “Why is it Wrong to Sell Your Body? Understanding Liberals’ vs. Conservatives’ Moral Objections to Bodily Markets,” Journal of Marketing. (Read an in-depth summary of this research here: https://www.ama.org/2021/11/03/why-is-it-wrong-to-sell-your-body-understanding-liberals-vs-conservatives-moral-objections-to-bodily-markets/)

Daniel Fernandes, Nailya Ordabayeva, Kyuhong Han, Jihye Jung, and Vikas Mittal, “How Political Identity Shapes Customer Satisfaction,” Journal of Marketing. (Read an in-depth summary of this research here: https://www.ama.org/2021/12/01/should-brands-alter-customer-satisfaction-strategies-based-on-political-identity/)

Host: Lauren Grewal

Topics: politics, consumer behavior, segmentation, identity, morality, illegal markets, sex work, free will, customer satisfaction, political ideology, polarization, marketing

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by University FM