Politically motivated aesthetic judgments
Are people motivated to feel that clothes worn by members of their political ingroup (outgroup) are more (less) beautiful and valuable? Building on research on politically motivated judgments, affective polarization, and social distancing, this study investigated how aesthetic judgments about the design and color of clothes, and willingness to pay for identical clothes, changed among Swedes (N=638) after they learnt that the clothes were worn by politicians from their most- or least-liked party. The results supported both a negative outgroup effect (i.e., clothes associated with the least-liked party became less attractive) and a positive ingroup effect (i.e., clothes associated with the most-liked party became more attractive and valuable). Clothes worn by non-politicians were evaluated similarly after the identity of the person wearing them was revealed. Particularly the positive ingroup effect was stronger among rightists than leftists, consistent with theoretical accounts that posit ideological asymmetries in motivated reasoning and relational motivations.