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Consumers have a strong desire to differentiate themselves from others in the marketplace. But research from Tuck’s Nailya Ordabayeva finds that conservatives and liberals accomplish this differentiation in very different ways.

New yorkUnited statesNailya ordabayevaKirk kardashianJournal of consumer researchNew york timesMarketing principlesCreating valueBuilding your personal brandTuck executive educationSoviet unionLiberals wantConsumer researchHow political ideology shapes preferencesSocial hierarchyWall street journal