Neil Malhotra, Stanford University
With growing affective polarization in the United States, partisanship is increasingly an impediment to cooperation in political settings. Does partisanship also affect behavior in non-political settings? Neil Malhotra will discuss research that investigated the effects of partisanship on participants’ economic choices and actions. A range of experiments in real-world environments offered compelling evidence that partisanship influences economic behavior, even when it is costly.
He will discuss implications for marketers' understanding of consumer behavior, and for companies' interactions with their customers, pointing to recent well-publicized examples that highlight the potential opportunities and pitfalls for firms.
Related ConferenceNov 02 – 03, 2017
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