%0 Journal Article
%T Political Identity and Financial Risk Taking: Insights from Social Dominance Orientation
%A Hajo Adam
%A Jihye Jung
%A Jinyong Daniel Zyung
%A Kyuhong Han
%A Vikas Mittal
%J Journal of Marketing Research
%@ 1547-7193
%D 2019
%R 10.1177/0022243718813331
%X This article investigates how people¡¯s political identity is associated with their financial risk taking. The authors argue that conservatives¡¯ financial risk taking increases as their self-efficacy increases because of their greater social dominance orientation, whereas liberals¡¯ financial risk taking is invariant to their self-efficacy. This central hypothesis is verified in six studies using different measures of political identity, self-efficacy, and financial risk taking. The studies also use different samples of U.S. consumers, including online panels, a large-scale data set spanning five election cycles, and a secondary data set of political donations made by managers at companies. Finally, the authors articulate and demonstrate the mediating effect of individuals¡¯ focus on the upside potential of a decision among conservatives but not liberals
%K financial risk taking
%K political identity
%K self-efficacy
%K social dominance orientation
%K upside potential
%U https://journals.sagepub.com/doi/full/10.1177/0022243718813331