Article2021

Political Identity and Preference for Supplemental Educational Programs

28 citations0/0 files storedJournal of Marketing Research

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Global Educational Reforms and Inequalities Consumer Behavior in Brand Consumption and Identification Diverse Education Studies and Reforms

Abstract

The market for supplemental educational programs (SEPs)—tutorials, educational materials, summer programs—has burgeoned. Thus, it is important to understand factors that may influence parents’ choices for SEPs. This article examines how parents’ political identity affects their preference for SEPs contingent on their focus on self. Using two main educational orientations—conformance orientation and independence orientation—the authors argue that SEPs with conformance-oriented pedagogy may be preferred more by conservative parents due to their higher need for structure. This association of political identity with preference for SEPs is moderated by self-focus. Counterintuitively, when using political orientation to target messages for SEPs, firms should frame messages to focus parents on themselves for identity-consistent effects to manifest. Five studies, including a field study, test this theorizing and replicate key results using different measures of political identity and self-focus.

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References

1988Possessions and the Extended Self 2003Political conservatism as motivated social cognition.1975Public and private self-consciousness: Assessment and theory.1996Who is this "We"? Levels of collective identity and self representations.1972A theory of objective self awareness 2001A dual-process cognitive-motivational theory of ideology and prejudice 2007Where Consumers Diverge from Others: Identity Signaling and Product Domains 2007A meta-analytic examination of the goal orientation nomological net.

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