Political ideology: Basis for a dynamic social identity

Donnel A. Briley, Kiju Jung, Shai Danziger

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

2 Scopus citations


Because the political world has become increasingly polarized and contentious, people’s political ideologies form the basis for a social identity of growing importance and influence. This chapter discusses the foundations of political identity, as well as its effects on consumer behavior. The authors isolate a key dimension distinguishing liberals and conservatives, system justification motivation, and draw implications for how this disposition influences various consumer behaviors. Further, adopting a dynamic view, they examine transitory situational factors that can either increase or decrease a person’s system justification motivation and alter behaviors.

Original languageEnglish
Title of host publicationHandbook of Research on Identity Theory in Marketing
PublisherEdward Elgar Publishing Ltd.
Number of pages14
ISBN (Electronic)9781788117739
ISBN (Print)9781788117722
StatePublished - 1 Jan 2019
Externally publishedYes

ASJC Scopus subject areas

  • Economics, Econometrics and Finance (all)
  • General Business, Management and Accounting
  • General Psychology


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