Neutrality is Complicit: Effect of Political Ideology on Neutral Brand Preference

Although recent research examines how consumers read lo corporates picking a side in sociopolitical issues as part of their marketing, little is known about remaining neutral. We show that conservatives compared to liberals prefer neutral position brands, because neutrality aligns well with their pr...

Ausführliche Beschreibung

Bibliographische Detailangaben

Hauptverfasser:	Yu, Max, Ng, Sharon, Allard, Thomas
Format:	Tagungsbericht
Sprache:	eng
Schlagworte:	Brands Consumer behavior Ideology Marketing Political parties
Online-Zugang:	Volltext
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