Why Liberals Are More Likely to Buy Generic

Think choosing Kleenex over generic tissue paper is simply a matter of personal preference? Think again.

A growing body of research suggests that what we buy offers a window into the way we think. Studies show Conservatives are more sensitive to risk and therefore prefer established national brands with a proven track record. Liberals, on the other hand, are more comfortable with uncertainty and more willing to endure the risk involved in buying generic.

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