This message has been cross posted to the following Discussion Forums: Committee of Corporate Architects and Facility Management and Retail and Entertainment .
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In areas of the U.S. that are ideologically conservative, supermarket shoppers tend to prefer established national brands over generic substitutes, and they show a lower propensity to try newly launched products, according to a study of scanner data by Romana Khan of the University of Texas and two colleagues. Across all brand categories studied, a 1-standard-deviation increase in conservativeness was associated with a 4% decrease in generics' market share and a 6% decrease in new products' share. The findings are consistent with research showing that conservatism is associated with a preference for tradition, convention, and the status quo, the researchers say. http://faculty.london.edu/kmisra/assets/documents/Conservatism_MainText.pdf -------------------------------------------
Michael Lingerfelt, FAIA
Retail & Entertainment Knowledge Community, Chair
President of Architecture & Design
Lingerfelt International
Orlando, Florida
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