Conservatives (vs. liberals) are more satisfied with the products & services they consume; they are more likely to believe in free will (i.e., that people have agency over their decisions) & therefore to trust their decisions

How Political Identity Shapes Customer Satisfaction. Daniel Fernandes et al. Journal of Marketing, October 19, 2021. https://doi.org/10.1177/00222429211057508

Abstract: This article examines the effect of political identity on customers’ satisfaction with the products and services they consume. Recent work suggests that conservatives are less likely to complain than liberals. Building on that work, the present research examines how political identity shapes customer satisfaction which has broad implications for customers and firms. Nine studies combine different methodologies, primary and secondary data, real and hypothetical behavior, different product categories, and diverse participant populations to show that conservatives (vs. liberals) are more satisfied with the products and services they consume. This happens because conservatives (vs. liberals) are more likely to believe in free will (i.e., that people have agency over their decisions) and therefore to trust their decisions. We document the broad and tangible downstream consequences of this effect for customers’ repurchase and recommendation intentions and firms’ sales. The association of political identity and customer satisfaction is attenuated when belief in free will is externally weakened, choice is limited, or the consumption experience is overwhelmingly positive.

Keywords: political identity, belief in free will, customer satisfaction, repurchase intention, sales, political ideology