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

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 tw...

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Bibliographic Details
Published in:IDEAS Working Paper Series from RePEc 2015-06, Vol.23 (2), p.25-54
Main Authors: Zeugner-Roth, Katharina Petra, Žabkar, Vesna, Diamantopoulos, Adamantios
Format: Article
Language:English
Subjects:
Brand preferences
Business administration
Consumer behavior
Consumers
Cosmopolitanism
Ethnocentrism
Humanities and Social Sciences
Market segments
National identity
Rule of origin
Social identity
Studies
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Summary: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 consumptionrelevant 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.
ISSN:1069-031X
1547-7215
DOI:10.1509/jim.14.0038