Makes perfect sense. I remember seeing something a while ago about an fMRI study which showed that the difference between "Coke drinkers" and "Pepsi" drinkers h

Makes perfect sense. I remember seeing something a while ago about an fMRI study which showed that the difference between "Coke drinkers" and "Pepsi" drinkers had more to do with people's sense of identity than with actual physical enjoyment of each drink. We're probably all familiar with the stereotypes of latte-sipping liberals and beer-swilling conservatives. Are liberals physically different in a way that makes them more likely to enjoy latte? Unlikely. People identify with brands as reflections of their identity and affiliations all the time. This is especially evident with cars. What kind of person drives a Prius? What kind of person drives an F-150? Don't tell me that mentioning those brands didn't make certain images pop into your head. I drive a Mini and love it, but I'd never buy a BMW 3-series (which is built from many of the same components) because of the brand associations. Of course someone who wears Carhartt is going to fit a different political profile than someone who wears Under Armour. It would be foolish not to use that information in targeting an ad or political campaign.