The Marketing Message That Works with Republicans but Not Democrats

Source: David Dubois, Jeehye Christine Kim, Brian Park, Harvard Business Review, August 9, 2018

….For hundreds of years, the luxury, fashion, and high-end industries have used these techniques to attract buyers, tapping into people’s desire to be at the top of the hierarchy. Since political views are also shaped by our assumptions about hierarchies, we wondered whether these two things — political beliefs and preference for luxury goods — would go together.

To explore this, we conducted research around a simple but critical question: Does political ideology affect the preference for luxury goods, and if so, how?

According to our findings, just published in the Journal of Marketing, political allegiances systematically predict consumers’ desire for luxury consumption, particularly for conservatives. We attribute this to conservatives’ greater desire to preserve socioeconomic order and maintain existing social hierarchies…..