Publications

New York Times, KIM SEVERSON, April 16, 2008.

If there's butter and white wine in your refrigerator and Fig Newtons in the cookie jar, you're likely to vote for Hillary Clinton. Prefer olive oil, Bear Naked granola and a latte to go? You probably like Barack Obama, too.

And if you're leaning toward John McCain, it's all about kicking back with a bourbon and a stuffed crust pizza while you watch the Democrats fight it out next week in Pennsylvania.

If what we eat says a lot about who we are, it also says something about how we might vote.

Although precincts and polls are being parsed, the political advisers to the presidential candidates are also looking closely at consumer behavior, including how people eat, as a way to scavenge for votes. The practice is called microtargeting, as much political discipline as buzzword. The idea is that in the brand-driven United States, what we buy and how we spend our free time is a good predictor of our politics.

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