The impact of political association : How political association can change attitudes towards non-political clothes

Abstract: According to social identity theory people categorize themselves and others into groups based on political affiliation. The political group identity makes them favor policies and people associated with the political ingroup and disapprove of policies and people associated with the political outgroup. The purpose of this study was to investigate if this effect could extend to attitudes on non-political clothes associated with politicians. 638 Swedish adults partook in an online experimental survey. Participants evaluated pictures of clothes worn by famous Swedish politicians and non-political persons on two occasions. On the first occasion, identity was unknown, and on the second occasion, identity was revealed. When revealing identity, participants rated clothes worn by outgroup politicians less beautiful and clothes worn by ingroup politicians more beautiful. They were also willing to pay more for clothes that they learned were worn by ingroup politicians. Participants were also analyzed by their political left or right placement. Both leftist and rightist participants rated clothes worn by opposite political groups less beautiful. This tendency was stronger for rightists. Additionally, rightists rated clothes worn by rightist politicians more beautiful and were willing to pay more for them when learning about their political affiliation. In conclusion, by associating non-political items with politicians our attitudes towards those items can change, thus political association can affect our attitudes outside of the political realm.