Ideology and brand consumption

Name: Ideology and brand consumption
Author: Khan, Romana, Misra, K., Singh, V.

İsim	Ideology and brand consumption
Yazar	Khan, Romana, Misra, K., Singh, V.
Basım Tarihi:	2013-03
Basım Yeri	- Sage
Konu	Decision making, Sociocultural factors
Tür	Süreli Yayın
Dil	İngilizce
Dijital	Evet
Yazma	Hayır
Kütüphane:	Özyeğin Üniversitesi
Demirbaş Numarası	1467-9280
Kayıt Numarası	0330791c-e76a-405d-8168-3485ea20096b
Lokasyon	Business Administration
Tarih	2013-03
Örnek Metin	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

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Ideology and brand consumption

Yazar Khan, Romana, Misra, K., Singh, V.

Basım Tarihi 2013-03

Basım Yeri - Sage

Konu Decision making, Sociocultural factors

Tür Süreli Yayın

Dil İngilizce

Dijital Evet

Yazma Hayır

Kütüphane Özyeğin Üniversitesi

Demirbaş Numarası 1467-9280

Kayıt Numarası 0330791c-e76a-405d-8168-3485ea20096b

Lokasyon Business Administration

Tarih 2013-03

Örnek Metin 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