Consumer Ethnocentrism, National Identity, and Consumer Cosmopolitanism as Drivers of Consumer Behavior: A Social Identity Theory Perspective

Abstract : Consumers' preferences for domestic over imported products have been investigated in various isolated studies, but never in a single model incorporating several in-group and out-group consumer orientations at the same time. Building on social identity theory, this study develops and tests—in two countries—a conceptual model that assesses the relative influence of consumer ethnocentrism, national identity, and consumer cosmopolitanism on consumers' product judgments and willingness to buy domestic and foreign products. Furthermore, the study develops an empirically based typology of consumer segments using these sociopsychological traits and subsequently profiles them on consumption-relevant variables. The findings reveal several undiscovered patterns regarding the interplay of consumer ethnocentrism, national identity, and consumer cosmopolitanism as drivers of consumer behavior and offer managerial guidance on their relevance as segmentation variables.
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Article dans une revue
Journal of International Marketing, American Marketing Association, 2015, 23 (2), pp.25--54. 〈10.1509/jim.14.0038〉
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https://hal.archives-ouvertes.fr/hal-01563043
Contributeur : Romain Boisselet <>
Soumis le : lundi 17 juillet 2017 - 11:32:50
Dernière modification le : mardi 3 juillet 2018 - 11:31:45

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Katharina Petra Zeugner-Roth, Vesna Žabkar, Adamantios Diamantopoulos. Consumer Ethnocentrism, National Identity, and Consumer Cosmopolitanism as Drivers of Consumer Behavior: A Social Identity Theory Perspective. Journal of International Marketing, American Marketing Association, 2015, 23 (2), pp.25--54. 〈10.1509/jim.14.0038〉. 〈hal-01563043〉

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