> 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-...
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-...