Dr. Forrest Morgeson on How Political Extremes Shape Customer Loyalty
Why do some customers cling to a brand even when it costs more or lets them down?
Dr. Forrest Morgeson returned to explore how political polarization is shaping the way brands connect with customers, and how customers connect back.
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Originally aired September 25, 2025 as Episode 154 of The Trusted Guide Podcast (then The Delighted Customers Podcast).
What we cover
How political identity can drive "super loyalty"
What this means for brand evangelism
Implications for marketing and customer experience leaders
Identity drives loyalty
Forrest's research adds a new layer to what we know about why customers stay. Identity matters more than many leaders realize.
Related episodes
About the guest
Dr. Forrest Morgeson is an associate professor and interim chairperson of the Marketing Department at Michigan State University's Broad College of Business, and former Director of Research at the ACSI.
If this conversation was useful, you'll find more like it in The Trusted Guide Newsletter: practical insights on trust, influence, and leading change.
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