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Republicans and Democrats love luxury goods, but buy them for difference reasons

Shoppers’ preference for luxury cars may have more to do with their political leanings than their taste for supple leather seats.

People who are more politically conservative tend to prefer luxury products that will help them maintain their existing status in society, a study published this week in the Journal of Marketing found.

Though Republicans are often perceived as the political party for the wealthy, researchers found there’s no difference in conservatives’ and liberals’ taste for luxury products, except in one key instance. Conservatives prefer luxury goods — and will spend more money on them — when they think the product will help them maintain their high status in society.

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