It was probably inevitable, but it’s striking nonetheless. In a new study published in the journal Psychological Science, Vishal Singh of New York University’s Stern School of Business and his colleagues apply an ever-growing body of research on the psychological traits of liberals and conservatives to their consumer choices. The result? A stark left-right difference when it comes to favoring well-established brands, like Coca-Cola or Tide, over the new and generic products that are trying to compete with them.
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