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Abstract
As brands increasingly take stances on divisive political issues, it is essential to understand how consumers' political ideology influences reactions to such brands. This research examines the effect of US consumers' political ideology on their likelihood of retaliating against politically activist brands. I find that liberals (vs. conservatives) exhibit larger retaliation effects against brands that take an opposing (vs. supporting or neutral) stance on a divisive political issue. The principles of fair market ideology can explain this disparity. Conservatives (vs. liberals) are more likely to view the market as self-regulating and inherently just, reducing their tendency to retaliate against brands they oppose. Instead, conservatives, view large corporations as pivotal to the economy and are thus less likely to engage in personal or institutional intervention.
