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This study investigates biases affecting domestic products willingness to buy (WTB). An interdisciplinary perspective uses the cognitive consistency theory as the framework for the development of a new model. The model includes domestic product involvement (DPI). The impact on WTB is predicted by consumer ethnocentrism, and product judgment, driven by DPI are tested with survey data from an adult sample of 255 UK consumers. The study concludes with observations about the value of research findings for marketing practice. © 2020 Taylor & Francis Group, LLC.
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Alexander Josiassen (2011) initiated research on the consumer disidentification (CDI) concept and its impact on product purchase behavior. In his investigation, a predictive model that included CDI as an exogeneous factor in domestic product preference was tested on adult second-generation immigrants who were born in, and lived in, the Netherlands. The model also incorporated consumer ethnocentrism (CET) as a second predictor variable. Josiassen's study showed that CDI negatively affected the purchase of products made domestically or by domestic firms. Conversely, CET was found to have a positive effect on the purchase of these products. Furthermore, relationships of CDI and CET to purchase intentions were independent of each other. In the Netherlands model, both variables were hypothesized to explain domestic product preference directly and indirectly through domestic product judgment. This paper replicates and assesses the generalizability of the CDI construct and model. Replication of the Netherland CDI model in the U.S. results in an acceptable measurement fit, but a slightly below acceptable structural fit. © 2020, University of South Australia. All rights reserved.
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Purpose: The purpose of this paper is to examine the extent to which personal values, moral foundations and gender-role identities affect, in sequence, consumers' constructions of their ethnocentric and cosmopolitan orientations. Achieving a better understanding of the psychological makeup of consumer ethnocentrism and cosmopolitanism should help managers better design international market segmentation and brand positioning strategies. Design/methodology/approach: The study's conceptual framework is anchored in attitude and values theories, and focuses on the social categorizations that consumers make and how these contribute to the formation of their ethnocentric and cosmopolitan orientations. Drawing data from consumers living in five European countries, we test our theoretical conjectures through structural equation modeling approaches, including multigroup analysis at the country level, as well as the identification and scrutiny of potential pan-European consumer segments. Findings: Findings show that personal values, moral foundations and gender-role identities do exert direct and indirect (partially mediated) effects on the formation of consumers' ethnocentric and cosmopolitan orientations. These provide numerous insights for managers in terms of how they can segment domestic and international markets, as well as how to position products and communicate brand strategies. Research limitations/implications: The study focused on consumers' personal and role identities and offers implications based on data gathered from a sample of five European countries. Future work should broaden this perspective by including other identity facets, such as religious and ethnic identities, as well as product-category and brand-specific outcomes, in order to help develop a more comprehensive picture of the psychology underpinning consumers' identity-related orientations, and their effects on consumer behavior. Future research should also study these issues in a broader geographical context, by including national markets that have culturally diverse populations as well as places with dissimilar cultural and economic profiles. Originality/value: The study shows that individuals' personal values, moral foundations and gender roles have a strong effect on the formation of consumer ethnocentrism and consumer cosmopolitanism orientations. Consideration of how these antecedent constructs operate in concert to shape consumers' in- versus out-group orientations has been overlooked in the international marketing literature. Beyond the ramifications for theory, the study offers numerous substantive managerial implications in terms of how consumers are likely to respond to local and global/foreign products/brands based on these orientations. © 2020, Emerald Publishing Limited.