@article{ref1,
title="Ideology and brand consumption",
journal="Psychological science",
year="2013",
author="Khan, Romana and Misra, Kanishka and Singh, Vishal",
volume="24",
number="3",
pages="326-333",
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.<p /> <p>Language: en</p>",
language="en",
issn="0956-7976",
doi="10.1177/0956797612457379",
url="http://dx.doi.org/10.1177/0956797612457379"
}