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When Do Political Ideologies Affect Brand Extension Evaluation? The Role Of Analytic Versus Holistic Mindsets, Cristobal Barra

Theses and Dissertations

Political ideologies are becoming an important focus of attention in the marketing literature. This research examines the impact of political ideologies on consumers’ evaluation of brand extensions. In a series of six studies, this work shows how, and under what conditions, liberals evaluate brand extensions differently than conservatives. Because liberals are more open to new experiences, and tend to seek novelty, while conservatives show stronger preferences for order, structure, and conventional things, liberals are expected to react more favorably to new stimuli, as in the case of dissimilar brand extensions. However, the effects of political ideologies are dependent on some …