Exploring the patterns in political consumption : A review and identification of future research agenda: A review and identification of future research agenda

Dawn Yi Lin CHOW, Ga‐Eun (Grace) OH, Amitabh ANAND*

*Corresponding author for this work

Research output: Journal PublicationsJournal Article (refereed)peer-review

3 Citations (Scopus)

Abstract

Of late, political consumption (PC) has gained currency within the marketing and management literature, however, due to its cross-disciplinary nature, it is also one of its more fragmented concepts. Based on a theme-based structured systematic review of the literature, we adopt a wide conceptualization of the term and examine prior used methods and research themes. We offer several important contributions. First, we present the current state of PC literature, and show that the emergent literature streams on the concept have moved on from consideration of political consumption, and more toward consumer political polarization. In particular, research has coalesced around a motivated socio-cognitive perspective of consumer political ideology. Second, we provide a comprehensive framework that links antecedents, processes and outcomes. Last, we discuss directions for a deeper research agenda on PC, and propose future research themes.
Original languageEnglish
Pages (from-to)2128-2152
Number of pages25
JournalInternational Journal of Consumer Studies
Volume46
Issue number6
Early online date31 Aug 2022
DOIs
Publication statusPublished - Nov 2022

Bibliographical note

Funding Information:
The authors wish to thank the Editor-in-Chief, the associate editor and the anonymous reviewers for their comments and suggestions in making our article publishable.

Publisher Copyright:
© 2022 John Wiley & Sons Ltd.

Keywords

  • consumer behaviour
  • political consumption
  • political ideology
  • systematic review

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