2022 EDELMAN TRUST BAROMETER: ANALYSES Even if a company makes the product that I like most, I will HOW WE CALCULATED 1. not buy it if I disagree with the company’s stand on important BELIEF-DRIVEN BUYERS social issues Respondents were asked a series of questions regarding the role their If a brand offers the best price on a product, I will buy it even 2. if I disagree with the company’s stand on controversial social values, opinions about social issues, and political beliefs played in their or political issues purchasing decisions. The Belief-Driven Buyer (BDB) scale was created by averaging respondents’ answers to the seven 9-pt agree/disagree scale items, shown in the table to the right. I have bought a brand for the first time for the sole reason that 3. I appreciated its position on a controversial societal or • Non belief-driven buyers were those that scored between 1 – 4.99 on the political issue BDB scale, meaning on average they disagreed with these statements. • Respondents who scored between 5.00 – 9.00 on the BDB scale were classified as belief-driven buyers, meaning on average they saw 4. I have stopped buying one brand and started buying another themselves reflected at least to some extent in these statements because I liked the politics of one more than the other I have strong opinions about many societal and political 5. issues. The brands I choose to buy and not buy are one important way I express those opinions. Respondents were asked: Please indicate how much you agree or disagree I have stopped buying a brand solely because it remained with the following statements 6. silent on a controversial societal or political issue that I believed it had an obligation to publicly address