ABSTRACT

The current research examines how political identity shapes preferences for objects and messages that highlight either equality or hierarchy. We find that liberals show a greater preference for an object associated with less as opposed to more hierarchy, whereas conservatives do not exhibit such a preference (Study 1). We also find that liberals are more persuaded by persuasive appeals that endorse equality rather than hierarchy, whereas conservatives are less sensitive to this distinction (Study 2). Finally, we identify the moderating role of political identity salience: When one’s political identity is made salient, liberals show an increased preference for messages highlighting equality, whereas conservatives become more persuaded by messages highlighting hierarchy (Study 3).

摘要

当前的研究研究了政治身份如何塑造对强调平等或等级的对象和信息的偏好。我们发现，自由主义者对与更少关联的对象表现出更大的偏好，而不是更高层次，而保守主义者则没有这种偏好（研究1）。我们还发现，自由主义者对说服平等而不是等级制度的说服力更具说服力，而保守派对这种区分不那么敏感（研究2）。最后，我们确定了政治认同显着性的调节作用：当一个人的政治认同显着时，自由主义者对强调平等的信息表现出更大的偏爱，而保守主义者则对强调等级的信息更具说服力（研究3）。