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People all belong to a gender, race, age, and social economic group. These groups provide a powerful source of our identity and self-esteem (Tajfel & Turner, 1979) and serve as our in-groups. An in-group is a group that we identify with or see ourselves as belonging to.
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Bias refers to any tendency that prevents a question from being considered unprejudiced. In research, bias occurs when one outcome or answer is selected or encouraged over others in sampling or testing. Bias can occur during any research phase, including study design, data collection, analysis, and publication.
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Group polarization is the strengthening of an original group attitude following the discussion of views within a group (Teger & Pruitt, 1967). That is, if a group initially favors a viewpoint, after discussion the group consensus is likely a stronger endorsement of the viewpoint. Conversely, if the group was initially opposed to a viewpoint, group discussion would likely lead to stronger opposition.
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Humans are very diverse and although we share many similarities, we also have many differences. The social groups we belong to help form our identities (Tajfel, 1974). These differences may be difficult for some people to reconcile, which may lead to prejudice toward people who are different. Prejudice is a negative attitude and feeling toward an individual based solely on one’s membership in a particular social group (Allport, 1954; Brown, 2010). Prejudice is common against people who...
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The Stereotype Content Model (SCM) was first proposed by Susan Fiske and her colleagues (Fiske, Cuddy, Glick & Xu, 2002; see also Fiske, 2012 and Fiske, 2017). The SCM specifies that when someone encounters a new group, they will stereotype them based on two metrics: warmth—or that group’s perceived intent, and how likely they are to provide help or inflict harm—and competence—or their ability to carry out that objective. Depending on the warmth-competence...
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The confirmation bias is the tendency to focus on information that confirms our existing beliefs and ignore information that is inconsistent with our expectations. For example, if you think that your professor is not very nice, you notice all of the instances of rude behavior exhibited by the professor while ignoring the countless pleasant interactions he is involved in on a daily basis. Have you ever fallen prey to the confirmation bias, either as the source or target of such bias?
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Politically Contaminated Clothes, Chocolates, and Charities: Distancing From Neutral Products Liked by Out-Group or

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Summary

Political polarization causes people to dislike even neutral products if associated with the opposing political party. This "contamination" effect extends to consumer choices and social behaviors, highlighting deep-seated partisan divides.

Keywords:
affective political polarizationparty over policy effectpolitical boycottingsocial distancingsocial identity signaling

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Area of Science:

  • Social Psychology
  • Political Science
  • Consumer Behavior

Background:

  • Affective political polarization, characterized by negative feelings towards opposing political groups, is a growing concern.
  • Previous research has focused on distancing from political out-groups and their policies, but less is known about its impact on apolitical domains.

Purpose of the Study:

  • To investigate whether political affiliation influences preferences for neutral consumer products.
  • To examine the extent to which political "contamination" affects aesthetic judgments and consumer choices.

Main Methods:

  • Utilized large, representative samples of Swedish adults across four studies.
  • Employed experimental designs to associate neutral products with political in-groups and out-groups.
  • Measured aesthetic judgments, product evaluations, and charitable allocations.

Main Results:

  • Participants showed decreased attraction to products associated with their least-liked political party.
  • Association with the most-liked political party yielded mixed results on product evaluation.
  • The presence of in-group observers amplified distancing from out-group-associated products, suggesting self-presentation motives.

Conclusions:

  • Affective political polarization subtly yet profoundly impacts everyday choices and judgments beyond political contexts.
  • Political "contamination" of neutral products demonstrates the pervasive influence of partisan animosity.
  • Self-presentational concerns can intensify political distancing behaviors.