When Your World Must Be Defended: Choosing Products to Justify the System

Consumers are often strongly motivated to view themselves as part of a legitimate and fair external system. Our research focuses on how individuals adopt distinct ways of defending their system when it is threatened and, in particular, how this is revealed in their consumption choices. We find that...

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Bibliographic Details
Published inThe Journal of consumer research Vol. 38; no. 1; pp. 62 - 77
Main Authors Cutright, Keisha M., Wu, Eugenia C., Banfield, Jillian C., Kay, Aaron C., Fitzsimons, Gavan J.
Format Journal Article
LanguageEnglish
Published Oxford University of Chicago Press 01.06.2011
Oxford University Press
Subjects
American culture
Cognitive dissonance
Consumer behavior
Consumer choice
Consumer research
Consumption
Mortality
Motivation
National brands
Standard deviation
Studies
System justification theory
T shirts
Words
United States > US
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Summary:Consumers are often strongly motivated to view themselves as part of a legitimate and fair external system. Our research focuses on how individuals adopt distinct ways of defending their system when it is threatened and, in particular, how this is revealed in their consumption choices. We find that although individuals differ in how confident they are in the legitimacy of their system, they do not differ in their motivation to defend the system when it is threatened. Instead, they simply adopt different methods of defense. Specifically, when an important system is (verbally) attacked, individuals who are the least confident in the legitimacy of the system seek and appreciate consumption choices that allow them to indirectly and subtly defend the system. Conversely, individuals who are highly confident in the system reject indirect opportunities of defense and seek consumption choices that allow them to defend the system in direct and explicit ways.
ISSN:0093-5301
1537-5277
DOI:10.1086/658469