Press Releases
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Name-Brand or Generic? Your Political Ideology Might Influence Your Choice
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Psychological research has shown that conservatives and liberals differ on basic personality traits such as conscientiousness, tolerance for uncertainty and openness to new experiences. Professor Vishal Singh of the New York University Stern School of Business and colleagues hypothesized that the conservative tendency to prefer tradition and convention would be reflected in conservatives’ purchasing behavior, leading them to choose established name-brand products over generic brands or new products.
Press Releases
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Psychological research has shown that conservatives and liberals differ on basic personality traits such as conscientiousness, tolerance for uncertainty and openness to new experiences. Professor Vishal Singh of the New York University Stern School of Business and colleagues hypothesized that the conservative tendency to prefer tradition and convention would be reflected in conservatives’ purchasing behavior, leading them to choose established name-brand products over generic brands or new products.