Willingness to Take Action Against Foreign Products: an Analysis of Brazilians’ Reaction to Nationalistic Feelings

ABSTRACT - This study draws on the theories of social dominance and intergroup relations to explore the impact of nationalistic feelings on consumers’ willingness to take action against foreign products. This exploratory study was conducted in Brazil, using two countries as treatment conditions: Paraguay and USA. Consistent with the expectation, the mere existence of a commercial conflict involving the home country and a foreign nation seems to be sufficient to raise nationalistic feelings (a Athey@ against Aus@ feeling). The results also showed that consumers’ willingness to take action against the products of the adversary country prompted by those nationalistic feelings might be mediated by their perception of group (nation) economic power (dominance).



Citation:

Sergio W. Carvalho (2003) ,"Willingness to Take Action Against Foreign Products: an Analysis of Brazilians’ Reaction to Nationalistic Feelings", in E - European Advances in Consumer Research Volume 6, eds. Darach Turley and Stephen Brown, Provo, UT : Association for Consumer Research, Pages: 360.

European Advances in Consumer Research Volume 6, 2003      Page 360

WILLINGNESS TO TAKE ACTION AGAINST FOREIGN PRODUCTS: AN ANALYSIS OF BRAZILIANS’ REACTION TO NATIONALISTIC FEELINGS

Sergio W. Carvalho, City University of New York, USA

ABSTRACT -

This study draws on the theories of social dominance and intergroup relations to explore the impact of nationalistic feelings on consumers’ willingness to take action against foreign products. This exploratory study was conducted in Brazil, using two countries as treatment conditions: Paraguay and USA. Consistent with the expectation, the mere existence of a commercial conflict involving the home country and a foreign nation seems to be sufficient to raise nationalistic feelings (a "they" against "us" feeling). The results also showed that consumers’ willingness to take action against the products of the adversary country prompted by those nationalistic feelings might be mediated by their perception of group (nation) economic power (dominance).

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Authors

Sergio W. Carvalho, City University of New York, USA



Volume

E - European Advances in Consumer Research Volume 6 | 2003



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