当前位置: X-MOL 学术Journal of Marketing Research › 论文详情
Our official English website, www.x-mol.net, welcomes your feedback! (Note: you will need to create a separate account there.)
EXPRESS: Political Identity and Preference for Supplemental Educational Programs
Journal of Marketing Research ( IF 6.664 ) Pub Date : 2021-03-05 , DOI: 10.1177/00222437211004252
Jihye Jung , Vikas Mittal

The market for supplemental educational programs–tutorials, educational materials, summer programs–has burgeoned. Thus, it is important to understand factors that may influence parents’ choices for supplemental educational programs (SEPs). This article examines how parents’ political identity affects their preference for SEPs contingent on their focus on self. Using two main educational orientations−conformance-orientation and independence-orientation−the authors argue that SEPs with conformance-oriented pedagogy may be preferred more by conservative parents due to their higher need for structure. This association of political identity with preference for SEPs is moderated by self-focus. Counterintuitively, when using political orientation to target messages for SEPs, firms should frame messages to focus parents on their selves for identity-consistent effects to manifest. Five studies–including a field study–test this theorizing and replicate key results using different measures of political identity and self-focus.



中文翻译:

速递:补充教育课程的政治认同和偏爱

补充教育计划(教程,教育材料,暑期计划)的市场已经蓬勃发展。因此,重要的是要了解可能影响父母选择补充教育计划(SEP)的因素。本文研究了父母的政治身份如何影响他们对SEP的偏好,这取决于他们对自我的关注。作者认为,通过遵循两个主要的教育方向:顺应性取向和独立性取向,具有顺应性教学法的SEP可能由于其对结构的更高需求而更被保守的父母所偏爱。政治身份与对SEP的偏好之间的这种联系通过自我关注得到缓解。与直觉相反,当使用政治倾向来针对SEP传递消息时,企业应该构架信息,使父母专注于自己,以表现出与身份一致的效果。五项研究(包括一项实地研究)对这一理论进行了测试,并使用不同的政治认同和自我关注方法来复制关键结果。

更新日期:2021-03-05
down
wechat
bug