[mikkergp]

> A series of surveys suggests that people who identify as conservative are more likely to want to do this by buying products marketed as “better,” while liberals are more drawn to messaging that emphasizes that the product is “different.””

this is interesting. I would be more drawn to messaging on "different", but mostly because I wouldn't trust a company to be an impartial judge on what is "better" - I would look to reviews rather than marketing for that. I guess it also represents a difference in notions of black and white thinking as well. I'd be curious to hear which one appeals more to people and why.

[ilrwbwrkhv]

That's why Apple markets its products as better and different. Must get them all.

[theonething]

I'm also wary of messaging about being "better." But if the marketing shows why it's better in concrete and logical ways, that might pique my interest more than without it. I'd still look to outside sources to verify.

[mikkergp]

Yeah I guess “has a 1420mAh battery instead of 1200 mAh” battery would be statement of “better” if you didn’t want to get overly pedantic.

[CharlesW]

> I would be more drawn to messaging on "different", but mostly because I wouldn't trust a company to be an impartial judge on what is "better"…

Per the cited article, it's not about whether the product is better. According to the research (which seems vague to me), conservatives supposedly prefer products that signal that they personally are "better" or "superior".

"In our research, conservatives tended to differentiate themselves through products that show that they are better than others — for example, by choosing products from high-status luxury brands." https://hbr.org/2018/06/how-liberals-and-conservatives-shop-...

[marketwatcher]

I mean, some people are really drawn to value statements rather than utility.

This is a great read, fun to look back at a young MJ's business strategy.

[mikkergp]

I guess, which in your mind would be a statement on utility and which would be values? They both seem like they could be.

[marketwatcher]

To me, something that is "better" is a value statement, while something that is "different" inherently poses a utility consideration for the consumer. But i see how this - beyond a face-value consideration - could be applicable to both, but i guess getting to that granular level requires this political element to not be at play. Interesting to think about haha