Cultural Identity Salience As a Catalyst of Consumer Resistance

This research studies the conditions under which cultural identity serves as a catalyst of resistance by activating animosity feelings that in turn affect consumers’ choices. Two catalysts of animosity were explored: a scenario explicitly manipulating animosity toward another country and a cultural salience prompt designed to implicitly activate animosity via cultural identity. Both manipulations yielded a similar pattern of choice and thus support the proposition that making salient a culturally threatening identity can activate latent animosity feelings and trigger cultural resistance, in the form of increased preference for domestic offerings.


Dale Russell and Cristel Russell (2007) ,"Cultural Identity Salience As a Catalyst of Consumer Resistance", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 147-162.


Dale Russell, INSEAD, France
Cristel Russell, San Diego State University


NA - Advances in Consumer Research Volume 34 | 2007

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