Politics, Promotions, and Pandemics: Political Ideologies Shape Consumers’ Responses to Framed versus Unframed Brand Logos and COVID-19 Recommendations

Mina Kwon, Andrew S. Manikas and Michael J. Barone

Journal of the Association for Consumer Research, 2022, vol. 7, issue 3, 296 - 304

Abstract: This research examines how exposing conservative (vs. liberal) consumers to a framed logo improves their evaluation of the promoted brand relative to seeing an unframed version of that logo. A core effect reveals that framed, but not unframed, logos generally elicit more favorable product purchase intentions as conservativism increases. Such an effect is theorized to occur because framed stimuli are symbolically aligned with a need for structure that is typically associated with conservatism. Consistent with this possibility, liberals who are primed to think about structure exhibit responses similar to those made by conservatives (i.e., more favorable evaluations of framed logos). The effect observed among conservatives is eliminated, however, when frames are viewed as restrictions on freedom. The implications of these findings are also extended to examine whether framing messages that endorse governmental recommendations to adopt COVID-curbing behavior influences how conservatives respond to these advocacies.

Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
http://dx.doi.org/10.1086/719577 (application/pdf)
http://dx.doi.org/10.1086/719577 (text/html)
Access to the online full text or PDF requires a subscription.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ucp:jacres:doi:10.1086/719577

Access Statistics for this article

More articles in Journal of the Association for Consumer Research from University of Chicago Press
Bibliographic data for series maintained by Journals Division ().