Non-Demographic versus Demographic Determinants of “Buy Domestic” Activities in Two Nations
Abstract Multiple regression analysis of survey data from the U.S. and Portugal demonstrates that certain demographics make a moderate contribution to explaining Buy Domestic behavior. However, explanation of these reported purchase-related activities is greatly increased by adding constructs suggested by helping research, based on the premise that some purchasers buy domestic products to help domestic workers whose jobs are threatened by imported products. For both nations, the results show Buy Domestic activities increase with purchasers' older age, greater perceived empathy regarding threatened workers, and greater exposure to social norms that support helping. For the U.S. only, Buy Domestic purchase also increases with female gender and decreases with higher perceived costs of helping. For Portugal only, it increases with greater perceived ability to help the workers and stronger solidarity with the national in-group. These findings hold important implications for Buy Domestic marketers.
Impact of U.S. Consumer Motivations to “Buy or Not Buy American”
Abstract This study explores the impact of U.S. consumer motivations on cognitive and affective bases of purchasing or not purchasing American made products. Four motivational components were identified related to national pride, perceptions of product superiority, views regarding global economy, and product availability. Consumers' feelings associated with national pride/stronger economy and the disbelief that foreign products are better were found for the most part to be major reasons driving loyalty of U.S. consumers to purchase U.S. made products. However, support exists for cognitive acceptance of a global economy as evidenced by owning a foreign produced product and reduced feelings about national pride. Retailers should capitalize on these consumer beliefs if employing a “buy American” promotional by avoiding strong appeals to consumer ethnocentric tendencies. As such, promotional efforts by retailers should appeal to American pride in being able to compete on quality without crossing over into blatant flag-waving appeals that could backfire.
Hispanic marketing : connecting with the new latino consumer
* Cultural Marketing: A new understanding * The Composition of the Hispanic/Latino market * The Latino Essense of "Hispanic" * Language Considerations in Marketing to US Hispanics * Enculturation, Acculturation, and Assimilation: A Bicultural Horizon * Latino Subjective Culture: Insights for Positioning * Culturally Informed Research among Latinos * The U.S. Hispanic Marketing Industry * The Digital World of U.S. Latinos * Latino Consumers and the Future of U.S. Marketing