How Political Ideology Shapes Preferences for Observably Inferior Products

Abstract While existing consumer research on political ideology often focuses on ideological differences in preferences for high-status, typically observably superior products, little is known about how political ideology may shape preferences for observably inferior products in non-status-signaling domains. Observably inferior products are product options that are dominated by alternatives along observable dimensions. We propose that, in non-status-signaling domains, conservatives are more interested in observably inferior products than liberals. This happens because conservatives (vs. liberals) have a stronger belief that things, including products, are in balance, whereby positives offset negatives. As a result, when presented with observably inferior products, conservatives (vs. liberals) are more likely to engage in compensatory reasoning and attribute positive qualities to these products, boosting their appeal. Activating belief in balance and preventing compensatory reasoning through cognitive load attenuate this effect. Salience of status-signaling motives serves as a boundary condition. Five studies and four follow-ups provide converging evidence using data collected in the laboratory and in the field, hypothetical and actual product choices, a variety of product categories and participant populations. These findings contribute to research on political ideology, compensatory inferences, and inferior products and provide insights with respect to managing product manufacturing, inventory, and waste.