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When Brands Reflect Our Ideal World: The Values and Brand Preferences of Consumers Who Support versus Reject Society's Dominant Ideology
2015
Journal of Consumer Research
system justification theory (Jost and Banaji 1994) , the current research explores (1) what values define America's dominant ideology, (2) which consumers subscribe to these values, and (3) implications for brands that reflect versus do not reflect the dominant ideology. It is proposed that consumers vary in their satisfaction with American society and their endorsement of America's defining values, and thus differ in the values they endorse versus reject in brands. Five experiments manipulate
doi:10.1093/jcr/ucv005
fatcat:l5brqiwbe5hs7btf6mlsd34ryu