How Political Identity Shapes Customer Satisfaction
通过九项研究，发现保守派比自由派对消费的产品和服务更满意，原因是保守派更相信自由意志，从而更信任自己的决策，这影响复购和推荐意愿及企业销售。
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 own decisions. The authors 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.