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The Consumer Citizen, Politicians, and Policy

This chapter studies the relationship between consumer fairness, political preferences, and policy uptake. Americans who support Donald Trump are especially likely to believe the government should be judged by the standards of private companies. New experimental evidence documents that, when politicians of both parties use consumer rhetoric, co-partisans of those leaders subsequently come to view politics in strikingly consumerist terms. In another experiment, results show that voters with low levels of political knowledge look most positively upon a hypothetical political candidate who promises cost-benefit alignability, compared to a candidate who promises more benefits than costs. The chapter then describes a field experiment administered in cooperation with a health insurance cooperative funded under the Affordable Care Act (ACA). A message that framed the cooperative as meeting the standards of cost-benefit alignability caused people to enroll in the cooperative.