Macroeconomic Threat Increases Preference For Mainstream Products

Stacey Finkelstein, Columbia University, USA
Kimberly Rios, University of Chicago, USA
We propose that macro-economic threat increases the preference for mainstream products. When individuals are exposed to macro-economic threat (versus a non-macroeconomic threat or no threat), participants evaluate mainstream products more favorably and are more likely to choose to consume mainstream versus fair trade products.
[ to cite ]:
Stacey Finkelstein and Kimberly Rios (2012) ,"Macroeconomic Threat Increases Preference For Mainstream Products", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 195-197.