Brand Loyalty Is Influenced by the Activation of Political Orientations

Abstract

Using an experimental design that measures participants’ actual behavior, this study tests the inclusion of a perceived outgroup in an advertisement for a well-established brand to determine if political orientations interact with an advertisement’s content to predict consumption of that product. The results indicate that an advertisement’s activation of one’s political orientation can either change or reinforce brand loyalty. Specifically, more conservative individuals responded to the presence of Muslim and Arab individuals in a Coca-Cola advertisement by selecting Pepsi products despite their initial preference for Coca-Cola; whereas, more liberal individuals maintained their initial brand loyalty to Coca-Cola.

Notes

1. The stimulus advertisements used in this study are available upon request.

2. When prior viewing of this particular Coca-Cola advertisement was included as a covariate in this and the subsequent model, the results were not significantly changed. (Sixteen participants reported having seen the advertisement prior to the study.)