期刊
JOURNAL OF MARKETING RESEARCH
卷 56, 期 4, 页码 581-601出版社
SAGE PUBLICATIONS INC
DOI: 10.1177/0022243718813331
关键词
financial risk taking; political identity; self-efficacy; social dominance orientation; upside potential
类别
This article investigates how people's political identity is associated with their financial risk taking. The authors argue that conservatives' financial risk taking increases as their self-efficacy increases because of their greater social dominance orientation, whereas liberals' financial risk taking is invariant to their self-efficacy. This central hypothesis is verified in six studies using different measures of political identity, self-efficacy, and financial risk taking. The studies also use different samples of U.S. consumers, including online panels, a large-scale data set spanning five election cycles, and a secondary data set of political donations made by managers at companies. Finally, the authors articulate and demonstrate the mediating effect of individuals' focus on the upside potential of a decision among conservatives but not liberals.
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