FEBRUARY 18, 2013 Monday
Politically Conservative Shoppers Shun Generics and New Products
In areas of the U.S. that are ideologically conservative, supermarket shoppers tend to prefer established national brands over generic substitutes, and they show a lower propensity to try newly launched products, according to a study of scanner data by Romana Khan of the University of Texas and two colleagues. Across all brand categories studied, a 1-standard-deviation increase in conservativeness was associated with a 4% decrease in generics' market share and a 6% decrease in new products' share. The findings are consistent with research showing that conservatism is associated with a preference for tradition, convention, and the status quo, the researchers say.
Source: Ideology and Brand Consumption
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