October 14, Kate White
Kate White Date: 14 October 2026, Wednesday Time: 10.30-11.30 Place: MA 330 “How Political Ideology Shapes Prosocial Consumer Behavior Research” by Kate White University of British Columbia Abstract This research suggests that there is a lack of political diversity in the stimuli used in prosocial consumer behavior research, which may pose challenges for the reliability and generalizability of such work. We review prosocial consumer behavior research from leading marketing journals over a twenty-year time period and show that the stimuli used exhibit a concentration of causes more commonly associated with liberal values, potentially leading to an imbalance in the ideological diversity of stimuli used in the literature. In a survey of contemporary prosocial consumer behavior researchers, we provide evidence consistent with the possibility that researchers’ political beliefs, disciplinary norms, and…
