Conservatives, liberals, and the importance of brand names


In a new study published in the journal Psychological Science, Vishal Singh of New York University’s Stern School of Business and his colleagues apply an ever-growing body of research on the psychological traits of liberals and conservatives to their consumer choices. The result? A stark left-right difference when it comes to favoring well-established brands, like Coca-Cola or Tide, over the new and generic products that are trying to compete with them…

…Conservatives, after all, are known to be more uncomfortable with uncertainty, and less open to new experiences. There’s every reason to expect this to translate into consumer behavior — particularly with respect to one’s allegiance to brands. “A major function of branding,” write the study authors, “is to reduce uncertainty and simplify decision-making.” Their study design therefore sought to test whether “aspects of conservative values — such as preference for tradition and convention, and dislike of ambiguity and complexity,” would be “reflected in higher reliance on national brands as opposed to generics.”

via Conservatives and liberals drink different beer – Salon.com.

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