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 February 27, 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 February 27, 2015).

Share This


More From ScienceDaily



More Mind & Brain News

Friday, February 27, 2015

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

The Best Foods to Battle Stress

The Best Foods to Battle Stress

Buzz60 (Feb. 26, 2015) If you&apos;re dealing with anxiety, there are a few foods that can help. Krystin Goodwin (@krystingoodwin) has the best foods to tame stress. Video provided by Buzz60
Powered by NewsLook.com
Sleeping Too Much Or Too Little Might Increase Stroke Risk

Sleeping Too Much Or Too Little Might Increase Stroke Risk

Newsy (Feb. 26, 2015) People who sleep more than eight hours per night are 45 percent more likely to have a stroke, according to a University of Cambridge study. Video provided by Newsy
Powered by NewsLook.com
Mayor Says District of Columbia to Go Ahead With Pot Legalization

Mayor Says District of Columbia to Go Ahead With Pot Legalization

Reuters - News Video Online (Feb. 25, 2015) Washington&apos;s mayor says the District of Columbia will move forward with marijuana legalization, despite pushback from Congress. Rough Cut (no reporter narration). Video provided by Reuters
Powered by NewsLook.com
Marijuana Nowhere Near As Deadly As Alcohol: Study

Marijuana Nowhere Near As Deadly As Alcohol: Study

Newsy (Feb. 25, 2015) A new study says marijuana is about 114 times less deadly than alcohol. 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