title: Ideology and brand consumption.
abstract: Do mundane daily choices, such as what brands people buy in a supermarket, reflect aspects of values and ideologies? This article presents a large-scale field study performed to determine whether traits associated with a conservative ideology, as measured by voting behavior and religiosity, are manifested in consumers' routine, seemingly inconsequential product choices. Our analysis of market shares for a variety of frequently purchased products shows that both of these measures of conservatism are associated with a systematic preference for established national brands (as opposed to their generic substitutes) and with a lower propensity to buy newly launched products. These tendencies correspond with other psychological traits associated with a conservative ideology, such as preference for tradition and the status quo, avoidance of ambiguity and uncertainty, and skepticism about new experiences.
authors: Graduate School of Business, Ozyegin University.
authors: Romana
authors: R
authors: Khan
authors: Kanishka
authors: K
authors: Misra
authors: Vishal
authors: V
authors: Singh
mesh_terms: D000328:Adult; D000368:Aged; D002755:Choice Behavior; D006801:Humans; D040541:Marketing / Q000706:statistics & numerical data*; D008875:Middle Aged; D011057:Politics; D012069:Religion and Psychology; D014481:United States