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Advisor(s)
Abstract(s)
Along time, research has been focused on exploring how thoughts and
feelings may be linked to their political ideology. Yet, little research has been made
regarding how this political ideology influences consumer behaviour. The present
research examines the effect of political ideology on luxury consumption. With a study
focused on how conservatives and liberals act upon luxury, we are able to establish that
conservatives and liberals do not act the same way, confirming the idea that more
conservative individuals are more susceptible to social comparisons and are, therefore,
more likely to seek status through consumption products or services that enable them to
differentiate themselves from others.
Description
Keywords
Political ideology Conservatives Liberals Luxury Conspicuous consumption Social comparison