Featured Research

from universities, journals, and other organizations

Name-brand or generic? Your political ideology might influence your choice

Date:
February 12, 2013
Source:
Association for Psychological Science
Summary:
Conservatives and liberals don't just differ when it comes to politics, they may also make different purchases at the grocery store, according to new research.

Conservatives and liberals don't just differ when it comes to politics, they may also make different purchases at the grocery store, according to new research published in Psychological Science, a journal of the Association for Psychological Science.

Related Articles


Psychological research has shown that conservatives and liberals differ on basic personality traits such as conscientiousness, tolerance for uncertainty, and openness to new experience. Researcher Vishal Singh of New York University Stern School of Business and colleagues hypothesized that the conservative tendency to prefer tradition and convention would be reflected in conservatives' purchasing behavior, leading them to choose established name-brand products over generic brands or new products.

The researchers analyzed weekly sales data from over 1,800 supermarkets in counties across the United States, spanning the years from 2001 to 2006. Using data on voting history and religiosity -- factors that are independently correlated with conservative values -- they were able to determine the level of conservatism in each county.

After accounting for factors such as income and education, the researchers found that the market share for a wide variety of generic products was lower in more conservative counties than in more liberal counties. Similarly, uptake of newly launched products was systematically lower in more conservative counties. These data suggest that conservative ideology may be associated with reliance on established national brands.

"These tendencies are consistent with traits typically associated with conservatism, such as aversion to risk, skepticism about new experiences, and a general preference for tradition, convention, and the status quo," Singh and colleagues write.

According to the researchers, this research provides the first evidence for a relationship between political affiliation and buying behavior, suggesting that ideological differences are reflected in daily behavior, even at the unconscious level.

Along with Singh, authors include Romana Khan of the Graduate School of Business at Ozyegin University and Kanishka Misra of the Stephen M. Ross School of Business at the University of Michigan.


Story Source:

The above story is based on materials provided by Association for Psychological Science. Note: Materials may be edited for content and length.


Journal Reference:

  1. R. Khan, K. Misra, V. Singh. Ideology and Brand Consumption. Psychological Science, 2013; DOI: 10.1177/0956797612457379

Cite This Page:

Association for Psychological Science. "Name-brand or generic? Your political ideology might influence your choice." ScienceDaily. ScienceDaily, 12 February 2013. <www.sciencedaily.com/releases/2013/02/130212131953.htm>.
Association for Psychological Science. (2013, February 12). Name-brand or generic? Your political ideology might influence your choice. ScienceDaily. Retrieved January 31, 2015 from www.sciencedaily.com/releases/2013/02/130212131953.htm
Association for Psychological Science. "Name-brand or generic? Your political ideology might influence your choice." ScienceDaily. www.sciencedaily.com/releases/2013/02/130212131953.htm (accessed January 31, 2015).

Share This


More From ScienceDaily



More Mind & Brain News

Saturday, January 31, 2015

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

NFL Concussions Down; Still on Parents' Minds

NFL Concussions Down; Still on Parents' Minds

AP (Jan. 30, 2015) The NFL announced this week that the number of game concussions dropped by a quarter over last season. Still, the dangers of the sport still weigh on players, and parents&apos; minds. (Jan. 30) Video provided by AP
Powered by NewsLook.com
Study Shows Newborn Chicks Count From Left to Right Just Like Humans

Study Shows Newborn Chicks Count From Left to Right Just Like Humans

Buzz60 (Jan. 30, 2015) Researchers for the first time identified human&apos;s innate preference for associating low and high numbers with the left and right respectively in another species. Jen Markham (@jenmarkham) explains. Video provided by Buzz60
Powered by NewsLook.com
Best Mood Elevating, Feel Good Shakes & Smoothies

Best Mood Elevating, Feel Good Shakes & Smoothies

Buzz60 (Jan. 30, 2015) You can elevate your mood by having a meal in a glass. Fitness and nutrition expert John Basedow (@JohnBasedow) offers the best &apos;feel good&apos; smoothies and shakes chock full of depression-relieving ingredients...including apples, berries, lemons, cucumbers, papaya, kiwi, spinach, kale, whey protein, matcha, ginger, turmeric and cinnamon. Video provided by Buzz60
Powered by NewsLook.com
Poll Says Firstborn Is Responsible, Youngest Is Funnier

Poll Says Firstborn Is Responsible, Youngest Is Funnier

Newsy (Jan. 30, 2015) According to a poll out of the U.K., eldest siblings feel more responsible and successful than their younger siblings. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins