Ideology and brand consumption
Related Experiment Video
Updated: May 14, 2026

How Virtual Celebrity Characteristics Drive Purchase Intention: Testing the Stimulus-Organism-Response Framework with Structural Equation Modeling
Published on: March 3, 2026
Romana Khan1, Kanishka Misra, Vishal Singh
1Graduate School of Business, Ozyegin University.
Abstract:
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.
More Related Videos
06:39Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements
Published on: August 28, 2017
06:42Continuous Theta Burst Stimulation of the Posterior Medial Frontal Cortex to Experimentally Reduce Ideological Threat Responses
Published on: September 28, 2018
Related Concept Videos
Social Proof
Group Polarization
Routes of Persuasion
Social Identity
The Role of Culture
Framing Effects