Business Wars Denim Wars | Are Your Jeans Blue or Red? | 7
Nov 23, 2020
In this engaging discussion, Kate Lamberton, a Wharton marketing professor with a focus on consumption behavior, tackles how political identities reshape the denim industry. She explains the rise of partisan consumerism, where shoppers seek brands aligning with their values. The conversation also explores the psychological aspects of scarcity influencing purchases and the shift toward quality over political messaging. Additionally, Lamberton emphasizes the importance of authenticity for entrepreneurs navigating today's complex consumer landscape.
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Brand Geography and Ideology
- Jeans brand associations are influenced by perceived geography and targeted marketing.
- Levi's is linked to the liberal West Coast, while Wrangler connects with a more conservative, rugged West.
Implicit Brand Recognition
- Brand recognition impacts consumer choices, even if not consciously acknowledged.
- Advertising creates implicit associations, influencing preferences despite a lack of explicit awareness.
Motivational Aversion
- Cait Lamberton uses a website to reinforce personal goals, donating to disliked causes upon failure.
- This aversion motivates goal achievement more effectively than donating to liked causes.