Beteiligte: | , , , , |
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In: | Journal of Marketing Research, 56, 2019, 4, S. 581-601 |
veröffentlicht: |
SAGE Publications
|
Medientyp: | Artikel, E-Artikel |
Umfang: | 581-601 |
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ISSN: |
0022-2437
1547-7193 |
DOI: | 10.1177/0022243718813331 |
veröffentlicht in: | Journal of Marketing Research |
Sprache: | Englisch |
Schlagwörter: | |
Kollektion: | SAGE Publications (CrossRef) |
<jats:p>This article investigates how people’s political identity is associated with their financial risk taking. The authors argue that conservatives’ financial risk taking increases as their self-efficacy increases because of their greater social dominance orientation, whereas liberals’ financial risk taking is invariant to their self-efficacy. This central hypothesis is verified in six studies using different measures of political identity, self-efficacy, and financial risk taking. The studies also use different samples of U.S. consumers, including online panels, a large-scale data set spanning five election cycles, and a secondary data set of political donations made by managers at companies. Finally, the authors articulate and demonstrate the mediating effect of individuals’ focus on the upside potential of a decision among conservatives but not liberals.</jats:p> |