> A series of surveys suggests that people who identify as conservative are more likely to want to do this by buying products marketed as “better,” while liberals are more drawn to messaging that emphasizes that the product is “different.””

this is interesting. I would be more drawn to messaging on "different", but mostly because I wouldn't trust a company to be an impartial judge on what is "better" - I would look to reviews rather than marketing for that. I guess it also represents a difference in notions of black and white thinking as well. I'd be curious to hear which one appeals more to people and why.