The Marketing Message That Works with Republicans but Not Democrats: (reprint)

A reprint of the article "The Marketing Message That Works with Republicans but Not Democrats," written by David Dubois, Jeehye Christine Kim, and Brian Park and published online at HBR.org on August 9, 2018 is presented. The article explores research around a straightforward question: does political ideology affect the preference for luxury goods, and if so, how? The findings revealed that conservatives have a stronger penchant for luxury consumption, which the authors believe is caused by conservatives' greater desire to preserve socioeconomic order and maintain existing social hierarchies.