Search Results

Why adding threats to your rules can backfire

Across industries, conservatives are more satisfied than liberals with the products and services they consume, according to a study of more than 326,000 U.S. consumers by an international research team including Vikas Mittal, professor of marketing at Rice Business.

Rice Business marketing professor Utpal Dholokia tells Axios that H-E-B's high market share shows that Austin shoppers value the grocer and are willing to give a sizable chunk of their dollars to the company.

"Consistently, results showed that conservatives are more satisfied than liberals with the products and services they purchased. This is profoundly important for companies and businesses whose goal is to provide customer value by satisfying their customers," said study co-author Vikas Mittal, a marketing professor at Rice Business.