Khan, RomanaMisra, K.Singh, V.2014-07-082014-07-082013-031467-9280http://hdl.handle.net/10679/459https://doi.org/10.1177/0956797612457379Do 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.enginfo:eu-repo/semantics/restrictedAccessArticle24332633300031664090001310.1177/0956797612457379Decision makingSociocultural factors2-s2.0-84875023727