Graduation Year

2021

Document Type

Campus Only Senior Thesis

Degree Name

Bachelor of Arts

Department

Psychology

Reader 1

Professor Groscup

Reader 2

Professor Wood

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Terms of Use for work posted in Scholarship@Claremont.

Abstract

In an age when brands are increasingly pressured to take political stances in their marketing campaigns, understanding the motivations and psychology of consumers is crucial. Social identification has been demonstrated to impact the value individuals place on group membership, and this identification can have behavioral implications. This study will evaluate whether there is a relationship between social identity, political affiliation, and the political stance of an advertisement on brand identification and purchasing behavior. 500 participants will be randomly assigned to an advertisement condition, featuring an advertisement that takes an apolitical, liberal, or conservative stance on climate change. Social identity, political affiliation, brand identification, and intent to purchase the product featured in the advertisement will be measured and relationships will be analyzed. Expected results include increased brand identification and intent to purchase when the participant has a high social identity and the advertisement is political, rather than apolitical. Assessing the connections between consumer characteristics and behaviors will help individuals more critically assess the brands they support and allow companies to make research-informed decisions about politically-charged advertising to avoid “no brand’s land.”

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