The Daily Stat: Politically Conservative Shoppers Shun Generics and New Products

Are you having trouble viewing this email? If so, click here to see it in a web browser. HOME   |   BLOGS   |   THE MAGAZINE   |   BOOKS   |   AUTHORS   |   STORE RSS   |   Mobile FEBRUARY 18, 2013 Politically Conservative Shoppers Shun Generics and New Products In areas of the U.S. that are ideologically conservative, supermarket shoppers tend to prefer established national brands over generic substitutes, and they show a lower propensity to try newly launched products, according to a study of scanner data by Romana Khan of the University of Texas and two colleagues. Across all brand categories studied, a 1-standard-deviation increase in conservativeness was associated with a 4% decrease in generics' market share and a 6% decrease in new products' share. The findings are consistent with research showing that conservatism is associated with a preference for tradition, convention, and the status quo, the researchers say. Source: Ideology and Brand Consumption Share Today's Stat: FEATURED PRODUCT Playing to Win: How Strategy Really Works HBS Press Book A.G. Lafley and Roger Martin — one of the most successful business duos of the past century. With Lafley at the helm of P&G during its renowned turnaround and Martin as his strategic partner and adviser, they helped to double P&G's sales and push both profits and market value through the roof. Now it's time for you to take a page from their strategy playbook. PLAYING TO WIN, available now. It's the book everyone is talking about. "Strategy lessons, 101..." — Financial Times. "a fascinating tale..." — The Economist. ADVERTISEMENT Follow the Stat: BEST SELLERS HBR's 10 Must Reads: The Essentials HBR's 10 Must Reads Boxed Set HBR Guide to Persuasive Presentations HBR Guide to Better Business Writing HBR Guide to Getting the Right Work Done PREVIOUS STATS A Nearby Meth Lab Depresses the Value of Your Home Number of Users Spending Less Time on Facebook Outweighs Number Spending More Time How Long Do You Expect to Live? It Depends on How You're Asked Traffic Eases in U.S., and GPS Plays a Part Criminals Give Up on Robbing Banks and Head for the Internet Flattering the Boss Can Set Him Up for a Fall External Hires Struggle at First but Surpass Their Home-Grown Colleagues Men Feel Powerful After Briefly Interacting with Powerful People Why There Are So Many Low Buildings in Chennai and Mumbai Ambiverts Sell Better than Extroverts Introducing Mobile ManageMentor Powered by the proven content of Harvard ManageMentor™ iTunes >> Android >> UNSUBSCRIBE   |   UPDATE YOUR PROFILE   |   MORE EMAIL NEWSLETTERS   |   PRIVACY POLICY Was this email forwarded to you? If so, sign up to start receiving your own copy. ABOUT THIS MAILING LIST You have received this message because you subscribed to the "The Daily Stat" email newsletter from Harvard Business Review. If at any point you wish to remove yourself from this list, change your email address, or sign up for other email newsletters and alerts, please visit the Harvard Business Review Email Newsletter Preference Center. OPT OUT If you do not wish to receive any email messages from Harvard Business Review, click here. ADVERTISE WITH HBR This enewsletter is read by thousands of decision makers every day. Learn more about connecting your brand with this audience. Copyright © 2013 Harvard Business School Publishing, an affiliate of Harvard Business School. All rights reserved. Harvard Business Publishing | 60 Harvard Way | Boston, MA 02163 Customer Service: 800-545-7685 (+1-617-783-7600 outside the U.S. and Canada)