TY  - JOUR
PY  - 2013//
TI  - Ideology and brand consumption
JO  - Psychological science
A1  - Khan, Romana
A1  - Misra, Kanishka
A1  - Singh, Vishal
SP  - 326
EP  - 333
VL  - 24
IS  - 3
N2  - 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>
LA  - en
SN  - 0956-7976
UR  - http://dx.doi.org/10.1177/0956797612457379
ID  - ref1
ER  -