When Brands Reflect Our Ideal World: The Values and Brand Preferences of Consumers Who Support versus Reject Society’s Dominant Ideology

Journal Article When Brands Reflect Our Ideal World: The Values and Brand Preferences of Consumers Who Support versus Reject Society's Dominant Ideology Get access Steven Shepherd, Steven Shepherd Search for other works by this author on: Oxford Academic PubMed Google Scholar Tanya L. Chartrand, Tanya L. Chartrand Search for other works by this author on: Oxford Academic PubMed Google Scholar Gavan J. Fitzsimons Gavan J. Fitzsimons Steven Shepherd (steven.shepherd@duke.edu) is assistant professor at Oklahoma State University, Spears Schools of Business, Tulsa, OK 74106. Tanya L. Chartrand (tanya.chartrand@duke.edu) is the Roy Bostock Marketing Professor and professor of psychology and neuroscience at Duke University's Fuqua School of Business, Durham, NC 27708. Gavan J. Fitzsimons is the R. David Thomas Professor of Marketing and Psychology at Duke University's Fuqua School of Business. The authors acknowledge the helpful input of the editor, associate editor, and reviewers. Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 42, Issue 1, June 2015, Pages 76–92, https://doi.org/10.1093/jcr/ucv005 Published: 15 April 2015