Author
Khan, Romana, Misra, K., Singh, V.
Publication Date
2013-03
Publication Place
-
Sage
Subject
Decision making, Sociocultural factors
Type
Periodical
Language
English
Digital
Yes
Manuscript
No
Library
Özyeğin University
Library Asset ID
1467-9280
Record ID
0330791c-e76a-405d-8168-3485ea20096b
Library Location
Business Administration
Date
2013-03
Sample Text
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.
DOI
10.1177/0956797612457379
Cilt
24
