...

Erick Mas

Assistant Professor of Marketing at the Kelley School of Business-Indiana University 

Status or Status Quo: How Political Ideology Affects the Appeal of Really New Products

Synopsis: Really new products (RNPs), novel products that have never been seen before have an interesting duality. The newness makes RNPs a potential signal of consumer status, albeit a risky status symbol because of the potential uncertainty regarding product performance. Politically conservative consumers characteristically seek to avoid the risk of uncertainty, yet they also value social hierarchy and products that signal status. To address these conflicting accounts, we propose two models to explain the relationship between political ideology and RNP adoption: the status quo versus the social hierarchy model. Across five studies, we find the baseline preference for RNPs is higher for conservatives than liberals, supporting our social hierarchy model. RNPs inherently signal status because consumers can display access to exclusive products not yet available for mass consumption, and we confirm that conservatives’ desire to signal status supersedes their aversion to uncertainty. Furthermore, we demonstrate key moderators that are important to advance theory and marketers’ ability to better position RNP for conservative and liberal consumer segments.

Aaron Barnes 

...