A Research Agenda on Political Ideology in Consumer Research: A Commentary on Jung et al.'s 'Blue and Red Voices'

摘要

Jung, Garbarino, Briley, and Wynhausen's (this issue) findings, though intriguing, leave critical unanswered questions that warrant further inquiry into the role of political ideology on consumption. We posit three research questions that constitute a sociocultural research agenda on the role of political ideology on marketplace redress.