Ideology and brand consumption.

@article{Khan2013IdeologyAB,
  title={Ideology and brand consumption.},
  author={Romana Khan and Kanishka Misra and Vishal Veer Singh},
  journal={Psychological science},
  year={2013},
  volume={24 3},
  pages={326-33}
}
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… CONTINUE READING
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