Journal article
Experimental Analysis of Nationalistic Tendencies in Consumer Decision Processes: Case of the Multinational Product
Journal of experimental psychology. Applied, Vol.2(1), pp.17-30
03/01/1996
DOI: 10.1037/1076-898X.2.1.17
Abstract
Participants evaluated pairs of hypothetical hybrid products varying in the percentage of American workers employed in manufacturing each product (50% vs. 80%) and the company nationality (American vs. Japanese, German, or Taiwanese). For each pair, participants indicated a preference and reasons for their preference. Employing American workers was an important factor in the preferences of all participants across all products (automobiles, personal computers, and clothing). However, preference for American companies was significant in most cases only for those scoring high on a scale of nationalism, as mediated by greater concern for supporting America and the American economy and lesser concern for perceived quality differences. Results are discussed in terms of theories of consumer ethnocentrism and ways of marketing multinational products.
Details
- Title: Subtitle
- Experimental Analysis of Nationalistic Tendencies in Consumer Decision Processes: Case of the Multinational Product
- Creators
- Irwin P. Levin - Department of Psychology, University of Iowa, United StatesJ. D. Jasper - Department of Psychology, University of Iowa
- Resource Type
- Journal article
- Publication Details
- Journal of experimental psychology. Applied, Vol.2(1), pp.17-30
- DOI
- 10.1037/1076-898X.2.1.17
- ISSN
- 1076-898X
- eISSN
- 1939-2192
- Number of pages
- 14
- Language
- English
- Date published
- 03/01/1996
- Academic Unit
- Marketing; Psychological and Brain Sciences
- Record Identifier
- 9984963223202771
Metrics
1 Record Views