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The Psychology Behind Product Preference

Learn how differences in worldview and gender influence the brands consumers trust and which messages move them to act.  

New Research Explains Why Values Outperform Demographics in Predicting Purchase

Here are some highlights: 

 

  • Innovation divides—and gender amplifies it. 53% of liberals prefer innovative products vs. 27% of conservatives, but women across ideologies lean heavily toward reliability.

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  • Trust looks different by worldview. 65% of liberals trust entertainers, while 64% of conservatives trust authority figures like business or military leaders.

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  • Motivation messaging matters. 66% of liberals respond to teamwork themes, while 53% of conservatives value personal achievement and empowerment.

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