#154 How Political Extremes Shape Customer Loyalty and Brand Evangelism

What drives customers to cling fiercely to a brand, even when it means paying more or overlooking problems others wouldn’t forgive? Is our political identity quietly fueling a new kind of “super loyalty” that’s transforming customer behavior, for better or worse?

In this episode of the Delighted Customers podcast, I dive into these burning questions with my returning guest, Dr. Forrest Morgeson, associate professor, researcher, and interim chairperson of the Marketing Department at Michigan State University's Eli Broad College of Business. Forrest, drawing on a unique blend of academic rigor and industry insight, explores how political polarization isn’t just shaping national conversations—it’s shaping the way brands connect with customers, and how those customers, in turn, connect back.

If you’re in marketing, customer experience, or simply care about understanding what really makes customers tick in today’s politically charged climate, this episode is for you. Forrest’s background with the American Customer Satisfaction Index (ACSI), along with his extensive research on brand loyalty and the nuances of political extremism, make him a must-listen expert. He’s not just sharing theories—he’s revealing data-driven insights you can act on, whether you’re a CX leader or a curious consumer.

Here are three essential questions Forrest answers on the show:

• What is the surprising link between political extremism and “super loyalty” to brands, and how does this affect both customers and companies?

• Why do politically extreme customers sometimes become brand evangelists—defending their favorite brands even after service failures or price hikes?

• What practical ethical and strategic lessons should business leaders take away when targeting or retaining highly loyal customer segments in a polarized marketplace?

Don’t miss this timely, thought-provoking conversation—listen now and subscribe so you never miss an episode. Find Delighted Customers on Apple Podcasts and Spotify, or wherever you download your favorite podcasts!

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Meet Forrest Morgeson

Forrest Morgeson, Ph.D., is an associate professor of marketing at the Eli Broad College of Business at Michigan State University, where he currently serves as the interim chair of the Marketing Department. With broad expertise spanning marketing strategy, customer satisfaction, and management, Forrest has played a pivotal role as co-director of the doctoral program and is deeply involved in shaping the next generation of business leaders at MSU.

He is renowned for his work with the American Customer Satisfaction Index (ACSI), where his research examines how consumers evaluate companies, sectors, and even government services over time. Forrest’s latest research breaks new ground by investigating the relationship between political identity and customer loyalty, shedding light on how political extremism can create deeply attached, even “defensive,” customers. He is a passionate educator, a prolific researcher, and has been published in leading journals on topics ranging from service satisfaction to the psychological underpinnings of loyalty.

To learn more or connect with Forrest, visit his faculty page at MSU or connect with him on LinkedIn.

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Show Notes & References

• American Customer Satisfaction Index (ACSI): theacsi.org

• Oliver’s Framework for Loyalty (referenced work on the stages of customer loyalty): See summary on the four stages

• Recent case studies mentioned: Bud Light controversy | Target Pride campaign blowback

• Connect with Forrest Morgeson: Michigan State University Bio | LinkedIn

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