Political Identity and the Consumer Journey: A Research Review

Abstract The importance of consumers’ political identity in the consumer journey has grown in recent years. This article describes and discusses four key issues relevant to consumers and political identity: (1) the definition and conceptual structure of political identity as a construct; (2) a practical guide to measure political identity; (3) the role of political identity in consumer decisions; and (4) an examination of ways in which political identity can affect the consumer journey in retailing. Overall, the insights from this article can help retailers better utilize consumers’ political identity for their strategy and tactical implementation process.