Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Consumption expressions of ideological resistance

Consumption expressions of ideological resistance Purpose – The paper focuses on resistance driven by animosity toward a country due to cultural, political, military and economic reasons. Previous research has linked animosity toward a given country to explicit judgments and purchases of products from that country, thus ignoring the possibility that latent ideological beliefs may reveal themselves behaviorally more subtly. This research focuses on implicit consumption expressions of country‐based consumption resistance. Design/methodology/approach – Cross‐sectional survey data were collected from French moviegoers in seemingly unrelated studies. In study one, respondents reported the movies they had watched at a movie theater over the past month and these movies were subsequently coded by country of origin. Animosity, ethnocentrism, and global openness were measured in study two. Finally, participants selected lottery tickets for either a French or foreign movie. This choice measure captures whether ethnocentric consumption tendencies emerge after animosity is made salient. Findings – Ideological resistance to the US expresses itself in the anti‐consumption of US movies. Further, when animosity toward the US is made salient, high animosity French respondents express an increased preference for domestic consumption choices, even though they are not generally ethnocentric. Originality/value – The focus on actual consumption data provides an externally valid test of both latent and explicit expressions of ideological resistance to a country in the form of consumption choices. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Consumption expressions of ideological resistance

Download PDF
10 pages

Loading next page...
 
/lp/emerald-publishing/consumption-expressions-of-ideological-resistance-6kJ709wtBT
Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090561111167351
Publisher site
See Article on Publisher Site

Abstract

Purpose – The paper focuses on resistance driven by animosity toward a country due to cultural, political, military and economic reasons. Previous research has linked animosity toward a given country to explicit judgments and purchases of products from that country, thus ignoring the possibility that latent ideological beliefs may reveal themselves behaviorally more subtly. This research focuses on implicit consumption expressions of country‐based consumption resistance. Design/methodology/approach – Cross‐sectional survey data were collected from French moviegoers in seemingly unrelated studies. In study one, respondents reported the movies they had watched at a movie theater over the past month and these movies were subsequently coded by country of origin. Animosity, ethnocentrism, and global openness were measured in study two. Finally, participants selected lottery tickets for either a French or foreign movie. This choice measure captures whether ethnocentric consumption tendencies emerge after animosity is made salient. Findings – Ideological resistance to the US expresses itself in the anti‐consumption of US movies. Further, when animosity toward the US is made salient, high animosity French respondents express an increased preference for domestic consumption choices, even though they are not generally ethnocentric. Originality/value – The focus on actual consumption data provides an externally valid test of both latent and explicit expressions of ideological resistance to a country in the form of consumption choices.

Journal

European Journal of Marketing – Emerald Publishing

Published: Nov 15, 2011

Keywords: Country of origin; Anti‐consumption; Consumer behaviour; Culture

References

  • Lenin and Philosophy
    Althusser, L.
  • Stereotyping and evaluation in implicit race bias: evidence for independent constructs and unique effects on behavior
    Amodio, D.M.; Devine, P.G.
  • Americanization and Anti‐Americanism
    Berman, R.
  • Country‐of‐origin effects on product evaluation
    Bilkey, W.J.; Nes, E.
  • The CoO‐ELM model: a theoretical framework for the cognitive processes underlying country of origin effects
    Bloemer, J.; Brijs, K.; Kasper, H.
  • What's happened to anti‐Americanism, and to the State Department? The Obama administration and public diplomacy: March to mid‐June 2009
    Brown, J.
  • A genealogy of anti‐Americanism
    Ceaser, J.W.