Political Identity and Preference for Extraordinary Experiences
(A2025-126071)

AUTHORS

Kyuhong Han, Korea University; Daniel Fernandes, Catholic University of Portugal; Jihye Jung, The University of Texas at San Antonio; Vikas Mittal, Rice University; Nailya Ordabayeva, Boston University

ABSTRACT

This article examines how consumers’ political identity is associated with their preference for extraordinary experiences. The authors argue that liberals seek and value extraordinary experiences to a greater extent than conservatives. Eight studies—based on different methodologies, data, contexts, experiences, product categories, and populations—consistently show that liberals (vs. conservatives) have a greater preference for extraordinary experiences. In addition, the findings suggest that liberals systematically prefer more extraordinary (vs. ordinary) experiences, whereas conservatives oftentimes show a greater preference for ordinary (vs. extraordinary) experiences. The authors also show that the association between political identity and preference for extraordinary experiences is driven by a stronger belief among liberals (vs. conservatives) that the world is worth exploring.