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When it comes to Democrats and Republicans, it is almost a given to say the only thing they can agree on is to disagree. In addition to the usual election year bickering, a new study shows that the two parties even have a hard time agreeing on popular brands.
Buyology Inc. recently conducted a new study measuring the non-conscious attachments that blue and red party lines have with top consumer brands. The study included 200 brands and more than 4,000 Americans. Responses were timed to the millisecond in order to determine the respondents’ instant reaction towards a specific brand. Buyology is a leading global neuro-insight firm that measures the deeper, non-conscious, 85 percent of human decision-making that drives customer preference for brands.
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When it comes to the morning coffee fix, Democrats favor Starbucks Corp. (NASDAQ:SBUX), while Republicans prefer Dunkin’ Donuts (NASDAQ:DNKN). When choosing a video game system, Democrats picked Nintendo’s Wii, but Republicans would rather play Microsoft’s (NASDAQ:MSFT) Xbox 360. The most obvious difference between the two lines of thinking was shown in car insurance companies. Democrats selected Progressive Corp. (NYSE:PGR) and Republicans steered towards Allstate Corp. (NYSE:ALL).
“Both candidates and brands have never fought harder for our affection and our votes,” explained Gary Singer, Buyology CEO and founder. “It’s never been more important to understand why people make the choices that they do. Brands can learn a lot by having a deeper understanding of the deep-seated connections that drive our decision-making.”
Although there are many differences between the blue and red aisles, the two parties did agree on a few major brands. As the image above shows, Democrats and Republicans both picked Visa Inc. (NYSE:V) as their charge card of choice. When a cold soft-drink is needed, Coca-Cola Co. (NYSE:KO) is the hands down winner for blue and red taste buds. They also agree on the two biggest technology names, Google Inc. (NASDAQ:GOOG) and Apple Inc. (NASDAQ:AAPL). “Those are brands that rise above these differences and have deep connections to people in both parties,” said Singer.
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