Political identity and financial risk taking: Insights from social dominance orientation

Kyuhong Han, Jihiye Jung, Vikas Mittal, Jinyong Zyung, Hajo Adam

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39 Citations (SciVal)
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This article investigates how people’s political identity is associated with their financial risk taking. The authors argue that conservatives’ financial risk taking increases as their self-efficacy increases because of their greater social dominance orientation, whereas liberals’ financial risk taking is invariant to their self-efficacy. This central hypothesis is verified in six studies using different measures of political identity, self-efficacy, and financial risk taking. The studies also use different samples of U.S. consumers, including online panels, a large-scale data set spanning five election cycles, and a secondary data set of political donations made by managers at companies. Finally, the authors articulate and demonstrate the mediating effect of individuals’ focus on the upside potential of a decision among conservatives but not liberals.
Original languageEnglish
Pages (from-to)581-601
Number of pages21
JournalJournal of Marketing Research
Issue number4
Early online date13 Mar 2019
Publication statusPublished - 1 Aug 2019


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