Methodological Nationalism: Pitfalls in Consumer Research and Their Remedies

The nation-state as fundamental research unit has had a hegemonic presence in the scientific world, resulting in a theoretic myopia that affects the quality of much extant consumer research. Three assumptions commonly found in consumer research distort the interpretation and conclusions of research findings, diminishing the credibility of the analyses and weakening the strength of the claims. The lack of problematization of the role of nation-states as containers of a national culture, often referred to as methodological nationalism, and the assumption that countries are the natural units of analysis when examining macro-cultural processes are among commonly repeated mistakes. The purpose of the present research is to examine the implications of methodological nationalism in both consumer culture and marketing research, and to suggest strategies that enable researchers to minimize the issues that follow such simplistic national conceptualization.


Bernardo Figueiredo (2011) ,"Methodological Nationalism: Pitfalls in Consumer Research and Their Remedies", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 489.


Bernardo Figueiredo, University of New South Wales, Australia


E - European Advances in Consumer Research Volume 9 | 2011

Share Proceeding

Featured papers

See More


P12. Disclosure of Project Risk in Crowdfunding

Jooyoung Park, Peking University
KEONGTAE KIM, Chinese University of Hong Kong, China

Read More


Approach and Loss Aversion: Consumer Responses to Approaching and Receding Stimuli in Advertising

Lana Mulier, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium

Read More


R1. How Consumers Deal With Brand Failure-An Individual Differences Approach

Melika Kordrostami, California State University-San Bernardino
Elika Kordrostami, Rowan University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.