YPIE Scientist: Jeremiah Joseph

Research: Ideology and Consumer Behavior

Awards: Participant of Somers Science Fair (2024), Participant of the Regeneron

Westchester Science and Engineering Fair (2026)

Abstract:

In today's culture, there is a shift of divide in that a person's beliefs may not only

be shown through their political beliefs, processing, and thinking, but also in what they

consume, or buy. In researching this question if political ideologies impact consumer

behavior, corporations can unintentionally estrange customers in supporting different

morals, leading to lower customer ratings. A survey was given out to 73 participants (via

Google Forms) using Pew Research Center’s political questions which later categorized

participants into Pew's political typology sub-groups. These groups ranged from strongly

liberal (Progressive Left, Establishment Liberals, Democratic Mainstays, Outsider Left)

to less politically attached groups (Stressed Sideliners) to different conservative

classifications (Ambivalent Right, Populist Right, Committed Conservatives, Faith and

Flag Conservatives). To correlate political beliefs with consumer behavior, participants

were given a choice of five generic and branded products. Other factors such as income

and social class were reported to analyze if that had an effect in the participants choice

of products. After being analyzed, the majority of participants in the sample identified

with the Establishment Liberals, Committed Conservatives, and the Ambivalent Right,

while other groups such as Faith and Flag Conservatives were not part of the sample.

Statistical tests displayed no significant distinctions between political classifications as

t-tests produced high p-values, indicating that there was no relevant relationship

between ideology and product preference. Upon the findings, researchers did have to

evaluate the impact of the participant's income level.

About this scientist: Jeremiah Joseph is a current senior who is pursuing his IB Diploma at Yonkers High School. In the fall of 2026, he plans to attend Manhattan University, pursuing a

bachelors in Mechanical Engineering.

Presentation Slides