Impact of U.S. Consumer Motivations to “Buy or Not Buy American”

Abstract

This study explores the impact of U.S. consumer motivations on cognitive and affective bases of purchasing or not purchasing American made products. Four motivational components were identified related to national pride, perceptions of product superiority, views regarding global economy, and product availability. Consumers' feelings associated with national pride/stronger economy and the disbelief that foreign products are better were found for the most part to be major reasons driving loyalty of U.S. consumers to purchase U.S. made products. However, support exists for cognitive acceptance of a global economy as evidenced by owning a foreign produced product and reduced feelings about national pride. Retailers should capitalize on these consumer beliefs if employing a “buy American” promotional by avoiding strong appeals to consumer ethnocentric tendencies. As such, promotional efforts by retailers should appeal to American pride in being able to compete on quality without crossing over into blatant flag-waving appeals that could backfire.     

The Meanings of Food Consumption,Consumer Effects and the Role of “Origin”: The Case of Ethnic Food in Cameroon

This study examines the role of an individual’s belonging to some ethnic groups as it relates to the meanings associated with food consumption as well as the outcome(s) of ethnic food consumption. To achieve this goal, data were collected from 607 individuals, using a survey and structural equations analysis. Findings revealed that ethnic food consumption triggers specific emotions associated with different ethnic origins; there is a significant and positive moderating effect of sense of belonging to the product’s region of origin. Attachment serves as a mediator of the effect of ethnicity on commitment. These findings have several notable implications.     

Consumer Perceptions of “Functional Food” in the United States

There is a strong trend to market products that promise improved health in the United States. Functional food is a rather new concept promoting the healthfulness of foods. Functional food manufacturers should provide motivating and trustful marketing messages. However, since the term “functional foods” lacks definition, communication to consumers is challenging and can be confusing. This study investigates how U.S. consumers understand the concept of functional foods. An online survey containing 64 questions was structured to measure awareness, consumption, and trust toward functional foods. Based on a definition provided in the survey, a clear minority (15%) of the respondents (n = 1027) stated they had heard of functional foods before the survey. Compared to the respondents who had not heard of functional foods, they more often used whole wheat cereals, vegetable juice, carrots, toast with high fibre and green tea (Chi-square –test, p < 0.001). Food and drug administration (FDA), health associations, and dieticians were the most trusted sources of information for functional food decisions with 28%, 24%, and 20% shares of the respondents, respectively. Food producers, food retailers and media together were chosen as the most trustworthy source by less than 1.5%. We concluded U.S. consumers find functional foods confusing and even unreliable. To strengthen their confidence, we suggest clear and transparent collaboration with nutrition and health specialist and product- specific marketing messages based on solid scientific documentation.     

Consumer Responses to Femvertising: A Data-Mining Case of Dove’s “Campaign for Real Beauty” on YouTube

Adopting a combination of qualitative textual analysis, human-based content analysis, and machine learning–based data mining, we propose a procedure to analyze user-generated content (UGC) on social media using Dove’s “Campaign for Real Beauty” as a case for demonstration. We provide a guideline to explicate all six steps of the analysis procedure: topic identification through qualitative textual analysis, generation of labeled data through human coding, data preprocessing, evaluation of machine learning–based classifiers, topic classification of unlabeled data, and conducting research. The study has important methodological implications for advertising scholars and practitioners.     

“Seeing is being”: Consumer culture and the positioning of premium cars in China

Researchers recognize the indispensable role of inwardly vs. outwardly-focused social identities as predictors of consumers' attitudes toward local vs. global brand positioning. Extant studies typically report symmetric assimilative identity effects, meaning that consumers high on national/ethnic identity favor brands with a local (vs. global) consumer culture positioning, and vice-versa for consumers high on an outward (e.g., cosmopolitan) identity disposition. Such identity outcomes may not be generalizable, but rather, be affected by the specific consumption context as well as the individual trait of consumer need for uniqueness (NFU). Focusing on the Chinese premium car market, our experimental study consistently supported assimilative effects for the role played by ethnic identity. For cosmopolitanism however, such effects only held for low NFU consumers, whereas contrastive identity effects emerged for high NFU consumers. These results challenge some findings reported in the literature. Implications of these asymmetric identity effects for marketing theory and practice are discussed.     

“Deal of the Day” Platforms: What Drives Consumer Loyalty?

“Deal of the Day” (DoD) platforms have quickly become popular by offering savings on local services, products and vacations. For merchants, these platforms represent a new marketing channel to advertise their products and services and attract new customers. DoD platform providers, however, struggle to maintaining a stable market share and profitability, because entry and switching costs are low. To sustain a competitive market position, DoD providers are looking for ways to build a loyal customer base. However, research examining the determinants of user loyalty in this novel context is scarce. To fill this gap, this study employs Grounded Theory methodology to develop a conceptual model of customer loyalty to a DoD provider. In the next step, qualitative insights are enriched and validated using quantitative data from a survey of 202 DoD users. The authors find that customer loyalty is in large part driven by monetary incentives, but can be eroded if impressions from merchant encounters are below expectations. In addition, enhancing the share of deals relevant for consumers, i.e. signal-to-noise ratio, and mitigating perceived risks of a transaction emerge as challenges. Beyond theoretical value, the results offer practical insights into how customer loyalty to a DoD provider can be promoted.     

Amending China’s Notion of a “Consumer”: Lessons from Comparative Analysis of the PRC Consumer Protection Law

Who does the law treat as a “consumer” and why does it matter? How should China’s notion of a “consumer” best be articulated within the law and applied in practice? This article will attempt to answer these intriguing questions by first focusing on the approach taken to define a “consumer” in China’s Law on the Protection of Consumer Rights and Interests before examining the legal notion of a “consumer” in comparative perspective, in order to further understand the competing rationales behind the consumer protection law. This article will explore this Chinese definition of a “consumer” to propose how China’s vague and unworkable statutory definition of a ‘consumer’ should be amended in future.

     

Preliminary Metric Investigations into the Nature of the “Postmodern Consumer”

The purpose of this research is to design and to test an instrument to measure postmodern consumer orientations. The construct is articulated and operationalized using three dimensions that particularly relate to consumer orientations regarding identity, reality, and subject-hood. Each dimension is measured using four items that were developed based on literature review and prior qualitative research. This paper reports successful results from the confirmatory factor analysis verifying empirical viability of the measures. Results from further analyses of hypotheses relating to consumer characteristics, such as materialism, Machiavellianism, and locus of control impressions, are also reported to provide greater insight into the nature of the postmodern consumer.     

“To Pirate or Not to Pirate”: A Comparative Study of the Ethical Versus Other Influences on the Consumer’s Software Acquisition-Mode Decision

Consumers of software often face an acquisition-mode decision, namely whether to purchase or pirate that software. In terms of consumer welfare, consumers who pirate software may stand in opposition to those who purchase it. Marketers also face a decision whether to attempt to thwart that piracy or to ignore, if not encourage it as an aid to their softwares diffusion, and policymakers face the decision whether to adopt interventionist policies, which are government-centric, or laissez faire policies, which are marketer-centric. Here in order to assess the decision-making of all three of these stakeholders, we focus on the consumers point-of-view as central and examine it by considering on a comparative basis the ethical dimension versus other dimensions, including economic, legal, and other salient consumer behavior considerations. Based on a survey of 689 software consumers conducted over the Internet, the results indicate that ethics as a factor is embedded in a multidimensional set of determinant factors influencing software piracy, including attitudes, legal aspects, social support, perceptions of economic loss and age. Policy and research implications, based on these findings, are provided.     

The “Young” Consumer Perception of Functional Foods in Italy

We analysed the role of acceptance of functional foods (FFs) focusing on the preferences expressed by three distinct groups of young Italian consumers. FFs represent an innovation both in terms of technology and marketing for Italian food companies, and the segment of young consumers would appear especially interested in them. Our results showed that a different cultural education, hence the degree of knowledge cumulated by young consumers, is a key element in the preference for, and perception of FFs. This implies the need to identify differentiated marketing strategies for firms seeking to reach this segment of FF demand in Italy.     

Consuming the Self: New Age Spirituality as “Social Product” in Consumer Society

In the late twentieth century there has been a proliferation, diversification and popularisation of New Age spiritual discourses and practices in Western industrialised nations. New Age spiritual thinkers such a Deepak Chopra, Ken Wilber, Gary Zukav and Shakti Gawain, have modified discourse and practices from Eastern and Western traditional religious beliefs, Western science and psychotherapy, to develop their own discourse and practices designed to assist individuals “transform” themselves. This article discusses the “commodified production of self‐actualisation” in consumer society and discusses how the discourses and practices in selected texts from four New Age spiritual thinkers take the form of an ever‐changing “social product”. The analysis shows how the discourse and practices of New Age spiritual thinkers align themselves with consumptive behaviour by secularising, homogenising and over‐simplifying scientific, social scientific and traditional religious discourse and practices into “social products” for consumption. The analysis also reveals that New Age spiritual thinkers are engaged in a process that could be described as the “consumption of the self”. The implications of the “consumption of the self” will be discussed in terms of the way consumer society requires New Age “technologies of the self” to be continually redefined, restructured and repackaged in new and different forms.     

“Showrooming” in Consumer Electronics Retailing: An Empirical Study

The present study focuses on multichannel retailing strategies and describes the state of consumer behavior regarding “showrooming” (the practice of examining merchandise or products in a retail store and then buying it online). Founded on the theory of planned behavior (TPB), the authors examine the antecedents of showrooming using data collected from a sample of 176 retail consumers. Based on their results, they define perceived control, website compatibility, and subjective norms as the main antecedents of consumer attitudes toward online purchases. Additionally, they state that previous experience and reasons against purchasing online are directly associated with consumers’ intention to purchase on the retailer’s website. Finally, some theoretical conclusions and practical implications for retailers are discussed.     

The State of Business Ethics in Israel: A Light Unto the Nations?

Whether the nation of Israel has become a “light unto the nations” in terms of ethical behavior among its business community remains in doubt. To examine the current state of business ethics in Israel, the study examines the following: (1) the extent of business ethics education in Israel; (2) the existence of formal corporate ethics program elements based on an annual survey of over 50 large Israeli corporations conducted over 5 years (2006–2010); and (3) perceptions of the state of business ethics based on interviews conducted with 22 senior Israeli corporate executives. In general, and particularly as a young country, Israel might be considered to have made great improvements in the state of business ethics over the years. In terms of business ethics education, the vast majority of universities and colleges offer at least an elective course in business ethics. In terms of formal business ethics program elements, many large companies now have a code of ethics, and over time continue to add additional elements. Most respondents believed they worked in ethical firms. Despite these developments, however, there appears to be significant room for improvement, particularly in terms of issues like: nepotism/favoritism; discrimination; confidentiality; treatment of customers; advertising; competitive intelligence; whistle-blowing; worker health and safety; and the protection of the environment. When compared with the U.S. or Europe, most believed that Israeli firms and their agents were not as ethical in business. A number of reasons were suggested that might be affecting the state of business ethics in Israel. A series of recommendations were also provided on how firms can better encourage an ethical corporate culture. The paper concludes with its limitations.     

Comments on “time of consumption and the time of consumption: Consumer society and the ‘end’ of history”

The essay expounds upon the “problem” of time and its relation to history within the context of consumer culture. Beginning with the premise that consumer culture can be regarded as both the time of image consumption and the image of time consumption (from Debord 1983), the author goes on at length to discuss the concept of time in its three dimensions and then to relate briefly, the implications for the study of history. What follows is a short summary of the author's argument and then a reaction to it based on the idea of liberation.     

Country of Origin Principle in the EU Market for Audiovisual Media Services: Consumer’s Friend or Foe?

The country of origin principle, the cornerstone of the EU Television Without Frontiers Directive – to become the Audiovisual Media Services Directive – is often criticised as being insensitive to the legitimate national public interest to protect viewers – and consumers – of audiovisual media content. This paper seeks to demystify this pessimistic perception of the country of origin rule from the perspective of the consumer interest. It demonstrates that the possible negative repercussions of the country of origin logic for consumer welfare are mitigated in three ways: by specific derogations possibilities foreseen in the Directive in case of violations of the fundamental rules on protection of minors and of human dignity; through the margin of broadcasting control left to the Member States in the areas beyond those coordinated by the Directive, and by means of a new two-step anti-circumvention procedure introduced by the new Directive.

Drawing on “Producer-Tours”: A Technique for Addressing Consumer Uncertainty Surrounding the Consumption of Fair Trade Food Products?

Despite the global increase in both fair trade sales and awareness, actual market shares of some fair trade products remain disappointing. A number of authors have suggested various reasons for this, including the complexity of the situational context affecting actual purchase behavior (Carrington, Neville, &; Whitwell, 2010 Carrington, J. M., Neville, A. B. and Whitwell, G. J. 2010. Why ethical consumers don't walk their talk: Towards a framework for understanding the gap between the ethical purchase intentions and actual buying behaviour of ethically minded consumers. Journal of Business Ethics, 97: 139–158. [Crossref], [Web of Science ®] , [Google Scholar]), the disconnect between producers and consumers (Dickinson, 2001 Dickinson, M. A. 2001. Utility of no sweat labels for apparel consumers: Profiling label-users and predicting their purchases. Journal of Consumer Affairs, 35(1): 96–119. [Crossref], [Web of Science ®] , [Google Scholar]), and the problems associated with the depersonalization of ethics in mainstream distribution (Bezencon &; Blili, 2011). This article introduces the drawing method into the field of research on fair trade consumption. Using this method, this study explores student perceptions of both fair trade consumers and how fair trade works. In doing so, the drawing method unveiled two potential consumer types; namely, the dreamer and the angel. On this, we argue that our study reveals some of the possibilities inherent in the use of the drawing method to explore uncertainty surrounding fair trade consumption.     

The Impact of “Encouragement” in the Development of Professionals for the Non-Profit Service Sector

Abstract

This study examines the role of perceived intent in the context of penalty evaluation. Based on prior attribution research, the study proposes that customers' responses to penalties are different depending on their perceptions of the organization's intent of using penalties. Using the data collected across the service industry, the study shows that when customers perceive the organization's intent as defensive rather than offensive, their evaluations of the penalty and the organization (e.g., perceived justice, satisfaction, behavioral intentions) are more positive than when they do not. Managerial implications are offered.     

Non-registered Trademarks Should Not Be Protected： Protection of Non-registered Trademarks as Viewed in the Little Fat Sheep Case

Many reports are positive comments on the case, arguing that the protection of the nonregistered famous service mark, the Little Fat Sheep, should be under the same protection for a registered well-known trademark and holding that the Little Fat Sheep Corporation is entitled to the exclusive right to use the LITTLE FAT SHEEP trademark.