I usually urge care in interpreting or even believing such results, but if you are game here is another entry into the sweepstakes:
In our research, conservatives tended to differentiate themselves through products that show that they are better than others – for example, by choosing products from high-status luxury brands. In contrast, liberals tended to differentiate themselves through products that show that they are unique from others – for example, by choosing products with unconventional designs or colors. These distinct preferences emerged across multiple studies in which U.S. participants (university students who completed surveys in the lab, adults who took surveys online, and members of a research panel) indicated their political ideology and made real or hypothetical choices between products.
In one study, participants chose between coffee mugs that would be customized with their names and the message “Just Better” or “Just Different.” Conservatives were 2.2 times more likely than liberals to choose the mug that signaled superiority (“Just Better”) over the one that signaled uniqueness (“Just Different”). In another study, participants could win a gift card from one of two brands as a reward for participation — Ralph Lauren, which based on our numerous pretests of consumers’ brand perceptions generally signals superiority, and Urban Outfitters, which based on our pretests generally signals uniqueness. Conservatives tended to prefer Ralph Lauren, whereas liberals tended to prefer Urban Outfitters.
That is from Nailya Ordabayeva.