The Wall Street Journal highlights a new research paper by NYU Stern Professor Vishal Singh and his coauthors, Romana Khan of the Graduate School of Business, Ozyegin University and Kanishka Misra of the Stephen M. Ross School of Business, University of Michigan. The paper, “Ideology and Brand Consumption,” presents a field study of consumption patterns and ideological leanings.
Excerpt from the Wall Street Journal:
A trio of business professors studied six years of supermarket purchases in counties covering nearly half the U.S. population and found that, when it comes to groceries, conservatives like established national brands — and are significantly less likely to try new items.
“These tendencies,” the researchers wrote, “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.”
Read the full article in Psychological Science