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Political Differentiation In Consumer Preferences For Underdog Businesses : Does Everybody Love A Winner?, Kelly O'Connor

Honors Theses

In an exploratory study of the intersection between the worlds of social behavior and personal economics, this experiment will examine the links between political ideology and consumer preference for an ''underdog" business. The stereotypical image of the Mom and Pop comer store is romantic, but when we juxtapose this sentiment with the convenience and predictability of shopping at a giant retailer, it is unclear which store consumers will prefer, and why. This study tested the hypothesis that individuals with more liberal political orientations will be more likely to exhibit a preference for underdog businesses than individuals with conservative political leanings, …