When in Doubt, Buy American!: How Extreme Innovations Spur Ethnocentric Preference

Consumers often feel anxious when they are exposed to extreme innovations. The current work demonstrates that people tend to cope with this emotional state by doubling down on their cultural background, and preferring ethnocentric products in unrelated domains. Thus, innovative companies may be inadvertently spurring ethnocentric preference in unrelated domains.


Nükhet Taylor and Theodore J. Noseworthy (2019) ,"When in Doubt, Buy American!: How Extreme Innovations Spur Ethnocentric Preference", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 868-869.


Nükhet Taylor, York University, Canada
Theodore J. Noseworthy, York University, Canada


NA - Advances in Consumer Research Volume 47 | 2019

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