Political Identity Flashcards
Political identity:
A person’s beliefs about how a social and political system should work based on underlying goals.
One’s political identity is deeply related to the needs and motives of an individual.
Liberals and Conservatives think differently -> behave differently.
Epistemic needs:
Need to seek information, learn new skills, solve problems etc.
- Close mindedness vs. Open-mindedness
- Tolerance level of uncertainty
- The need for structure
Existential needs:
Need for meaning, purpose and significance in life.
- Support of traditional norms nor not
- Identity threat
Relational needs:
Desire for social connection, belongingness with others.
- Social identification
- Attitude towards outgroups
- Group interest
Needs and motives: Conservatives (epistemic, existential, relational)
Epistemic: Low tolerance of uncertainty, close-minded.
Existential: Hostility towards outgroups, endorse traditional norms
Relational: Justify status-quo, promote in-group relationships
Needs and motives: Liberals (epistemic, existential, relational)
Epistemic: High tolerance of uncertainty, open-minded.
Existential: More inclusivity, challenge traditional norms.
Relational: Challenge status-quo, expressive communication style.
Political ideology:
A set of beliefs, values, principles, and opinions about the role of the government, social organizations, and public policy.
Political identity and Marketers:
One’s political identity matters to marketers for several reasons, primarily because political beliefs and affiliations influence consumers’ attitudes, behaviors, and purchasing decisions. Understanding consumers’ political identities allows marketers to tailor their messaging, products, and marketing strategies to resonate with their target audience and effectively reach potential customers.
Continuous Scale:
Also known as a numerical or interval scale, allows respondents to provide responses along a continuum of values.
Ex: On a scale of 1-10
Dichotomous Scale:
A measurement scale that consists of only two response options. Respondents must choose one option or the other.
Ex: Yes/ No questions
Single-Item Scale:
One item or question used to measure a specific construct or variable.
Ex: “How satisfied are you with your current job?” (Response options: Very dissatisfied, Dissatisfied, Neutral, Satisfied, Very satisfied)
Multiple-Items Scale:
Multiple questions designed to measure the same construct or variable.
Ex: “Please indicate the extent to which you agree or disagree with the following statements regarding your job:
I am satisfied with my salary.
I have opportunities for career advancement.
My workload is manageable.
I feel valued and appreciated by my colleagues.”
Individualizing moral appeal:
“What is right.”
Mention what is right thing to do to change behaviour.
Caring about other individuals.
Moral values that emphasize care, fairness, and protection of individuals’ welfare and rights.
Examples of individualizing moral appeals:
- Emphasizing the importance of fairness and equal treatment for all individuals.
- Highlighting the need to protect the rights and well-being of marginalized or vulnerable groups.
- Appealing to compassion and empathy for individuals who are suffering or in need of assistance.
Seems more on the liberal side.
Binding Moral Appeal:
“What others do.”
Mention what others do to change behaviour.
Moral values that emphasize loyalty, authority, and purity. Often emphasize principles such as loyalty to one’s ingroup, respect for authority figures, and the importance of maintaining social order and cohesion.
Examples of binding moral appeals:
- Emphasizing the importance of loyalty to one’s family, community, or nation (relational: promote in-group relationships).
- Appealing to respect for authority figures, such as leaders or religious figures.
- Highlighting the importance of upholding traditional values, customs, and social norms (existential: endorse traditional norms).
