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Program Overview

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Columbia Business School research shows that America’s political divide is shaping where consumers shop, what brands they buy, and how companies navigate identity-driven markets.

The political divide in the United States is now at its highest point in more than 20 years, with far-reaching implications beyond just electoral politics.

New research by Oded Netzer, the Arthur J. Samberg Professor of Business and Vice Dean of Research at Columbia Business School; ESADE Business School Professor Verena Schoenmueller; and University of Mannheim Professor Florian Stahl, investigates whether this political ideology polarization extends to consumers' preferences, intentions, and purchases.

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The increasing political divide in the United States extends to consumers' brand preferences, behavioral intentions, and actual purchase decisions.
This brand-preference polarization intensified after the 2016 U.S. presidential election, with a stronger effect observed among liberals compared to conservatives.

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The asymmetric polarization among liberals toward buying "Democratic brands," is consistent with compensatory consumption theory, where individuals reinforce their threatened political identity through consumption choices.

Industry	%
Data Set #1	62
Data Set #2	5
Data Set #3	7
Data Set #4	82
Data Set #5	18

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Program Details

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Program Details

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Year	Data Set 1	Data Set 2	Data Set 3	Data Set 4
’12	12	17	4	30
’13	3	12	8	9
’14	21	1	12	30
’15	20	44	12	4
’16	18	20	30	19
’17	24	12	7	14
’18	18	12	5	10
’19	10	20	33	44

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CBS Photo Image The Mental Health Cost of Broadband Access

Professor Brett House unpacks the Fed’s decision-making and warns of the economic damage a political shake-up at the central bank could cause.

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Trailblazers of the Climate Economy

Professor Brett House unpacks the Fed’s decision-making and warns of the economic damage a political shake-up at the central bank could cause.

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Year	Data Set 1	Data Set 2	Data Set 3
1/1/2008	18	22	32
6/1/2008	24	28	32
12/1/2008	24	76	44
1/1/2009	28	24	18
6/1/2009	28	29	42
12/1/2009	32	32	35
1/1/2010	32	39	56
6/1/2010	35	44	44
12/1/2010	36	48	44
1/1/2011	36	48	49
6/1/2011	38	52	44
12/1/2011	44	36	38
1/1/2012	46	57	39
6/1/2012	72	58	40
12/1/2012	96	64	44
1/1/2013	124	62	42
6/1/2013	136	66	43
12/1/2013	111	70	44
1/1/2014	88	72	48
6/1/2014	88	80	49
12/1/2014	124	82	50
1/1/2015	58	88	52
6/1/2015	59	86	48
12/1/2015	76	87	44
1/1/2016	66	89	124
6/1/2016	48	92	168
12/1/2016	59	92	114
1/1/2017	58	88	144
6/1/2017	54	87	188
12/1/2017	50	92	112
1/1/2018	54	93	168
6/1/2018	54	94	214
12/1/2018	64	98	188
1/1/2019	65	98	170
6/1/2019	68	97	140
12/1/2019	74	99	122

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Media Mentions Title

CNBC

September 8, 2025

Canada Goose’s Market Momentum

Professor Oliver Chen was quoted in CNBC on the rise of Canada Goose shares, offering insight into the company’s positioning and consumer demand trends within the luxury retail sector. 

Mentioned Faculty

Oliver Chen

Adjunct Associate Professor of Business: Marketing Division

Blockworks

September 9, 2025

Stripe’s Blockchain Payment Network

Adjunct Professor Omid Malekan was quoted in Blockworks on the challenges facing Stripe’s planned blockchain payment network. He explained why the project is unlikely to succeed, situating it within broader debates on digital transformation and the future of decentralized finance.

Mentioned Faculty

Omid Malekan

Adjunct Assistant Professor of Business: Finance Division

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Economics and Policy

Date: September 16, 2025

Economics and Policy

Inflation, AI, and Shifting U.S. Policy Are Making For Turbulent Markets as Fed Issues Rate Cut

CBS Professor Abby Joseph Cohen, retired partner and U.S. chief investment strategist at Goldman Sachs, unpacks the root of today’s global economic uncertainty and where leaders may find disruption opportunities.

Read more about Inflation, AI, and Shifting U.S. Policy Are Making For Turbulent Markets as Fed Issues Rate Cut about Inflation, AI, and Shifting U.S. Policy Are Making For Turbulent Markets as Fed Issues Rate Cut

Climate and Finance, Climate and Policy, Climate Knowledge Initiative

Date: September 10, 2025

Climate and Finance, Climate and Policy, Climate Knowledge Initiative

Early Investment in Decarbonization Can Help Save Trillions in Climate Costs

A net-zero world by 2100 is likely inevitable, but the next decade will be critical for securing a livable future.Download Deck (PPT)Download Deck (PDF)

Read more about Early Investment in Decarbonization Can Help Save Trillions in Climate Costs about Early Investment in Decarbonization Can Help Save Trillions in Climate Costs

Finance, Real Estate

Date: September 18, 2025

Aerial view of Manhattan and the Williamsburg Bridge from a Brooklyn rooftop

Finance, Real Estate

From Alumni Event to Closing the Deal: How the CBS Network Powered a Big Brooklyn Buy

Introduced through the Paul Milstein Center for Real Estate alumni network, Jared Toothman ’12 and Syed Ali ’21 recently teamed up to acquire a premier multifamily property in Williamsburg.

Read more about From Alumni Event to Closing the Deal: How the CBS Network Powered a Big Brooklyn Buy about From Alumni Event to Closing the Deal: How the CBS Network Powered a Big Brooklyn Buy

Business and Society, Data and Business Analytics, Marketing, World Business

Date: September 05, 2025

Illustration of political polarization in the US

Business and Society, Data and Business Analytics, Marketing, World Business

How Political Polarization Is Changing Consumer Behavior and Brand Choices

Columbia Business School research shows that America’s political divide is shaping where consumers shop, what brands they buy, and how companies navigate identity-driven markets.

Read more about How Political Polarization Is Changing Consumer Behavior and Brand Choices about How Political Polarization Is Changing Consumer Behavior and Brand Choices

Economics and Policy, Finance, Finance and Economics, Real Estate

Date: September 03, 2025

Economics and Policy, Finance, Finance and Economics, Real Estate

Why Lower Interest Rates Might Cool Inflation Instead of Fueling It

As the Fed considers a September rate cut, new Columbia Business School research shows that lower interest rates may reduce rents, cooling one of the biggest drivers of U.S. inflation.

Read more about Why Lower Interest Rates Might Cool Inflation Instead of Fueling It about Why Lower Interest Rates Might Cool Inflation Instead of Fueling It

Year	Data Set 1	Data Set 2	Data Set 3	Data Set 4	Data Set 5	Data Set 6	Data Set 7	Data Set 8
1/1/2016	1	1	1	1	1	1	1	1
6/1/2016	4	6	16	26	36	46	56	66
12/1/2016	5	11	15	25	35	45	55	65
1/1/2017	6	12	22	32	42	52	62	72
6/1/2017	12	18	28	38	48	58	68	78
12/1/2017	17	23	33	43	53	63	73	83
1/1/2018	24	30	40	50	60	70	80	90
6/1/2018	34	40	50	60	70	80	90	100
12/1/2018	44	50	60	70	80	90	100	110
1/1/2019	48	54	64	74	84	94	104	114
16/1/2019	56	71	81	91	101	111	121	131
12/1/2019	68	78	88	98	108	118	128	138
1/1/2020	80	90	100	110	120	130	140	150

Data Caption: Gernot Wagner, Isabel Hoyos, Helen Kim, Climate Knowledge Initiative, C0₂Lorem ipsum dolor sit amet, consectetur adipiscing elit. Augue viverra dui, morbi cursus proin rhoncus fusce tincidunt. Tristique amet vivamus feugiat facilisis arcu tortor, ligula imperdiet. Chart.js library can be found here: https://www.chartjs.org/.

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Lauren Vasek

Administrative Director, Climate Business Initiatives: Tamer Institute for Social Enterprise and Climate Change

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CBS Photo Image The Mental Health Cost of Broadband Access

Trailblazers of the Climate Economy

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Canada Goose’s Market Momentum

Mentioned Faculty

Stripe’s Blockchain Payment Network

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Inflation, AI, and Shifting U.S. Policy Are Making For Turbulent Markets as Fed Issues Rate Cut

Early Investment in Decarbonization Can Help Save Trillions in Climate Costs

From Alumni Event to Closing the Deal: How the CBS Network Powered a Big Brooklyn Buy

How Political Polarization Is Changing Consumer Behavior and Brand Choices

Why Lower Interest Rates Might Cool Inflation Instead of Fueling It

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