Date of Award


Document Type


Degree Name

Bachelor of Arts


Leadership Studies


In an exploratory study of the intersection between the worlds of social behavior and personal economics, this experiment will examine the links between political ideology and consumer preference for an ''underdog" business. The stereotypical image of the Mom and Pop comer store is romantic, but when we juxtapose this sentiment with the convenience and predictability of shopping at a giant retailer, it is unclear which store consumers will prefer, and why. This study tested the hypothesis that individuals with more liberal political orientations will be more likely to exhibit a preference for underdog businesses than individuals with conservative political leanings, as measured by novel Underdog Questionnaires developed for this study. Variance analyses were performed and ascertained the existence of significant differences in preferences between the 2 political groups as well as relations between political ideology and religion and morality. Results are discussed in terms of the global influence of political ideology, contributions to niche-marketing and the importance for businesses of targeted advertising to their consumer base by either under- or over-playing their status as an underdog in the business world.