Featured Research

from universities, journals, and other organizations

Do American consumers with low confidence in the government buy American?

Date:
January 18, 2011
Source:
University of Chicago Press Journals
Summary:
When we don't feel confident about our government, we choose indirect ways of showing support, like buying US-based products, according to a new study.

When we don't feel confident about our government, we choose indirect ways of showing support, like buying U.S. based products, according to a new study in the Journal of Consumer Research.

"Today, we can barely watch television for any length of time without hearing about verbal attacks on the government, or a given religion or education system," write authors Keisha M. Cutright (Duke University), Eugenia C. Wu (Cornell University), Jillian C. Banfield (University of Waterloo), Aaron C. Kay (Duke University), and Gavan J. Fitzsimons (Duke University).

The results suggest that consumers respond differently to threats to entities they depend upon. "We find that people are often quite motivated to defend their governments and other entities when threatened, but that their approaches differ a great deal depending on how confident they are in such entities," the authors write.

In a series of five studies, the researchers found that people who are not confident in their government respond to threatening attacks on it by choosing subtle ways of showing support. "They choose products based in the United States over those based in a foreign location," the authors write. "They are more likely to choose Nike over Adidas, Chevy over Toyota."

Individuals with high confidence in the government, on the other hand, do not distinguish between such choices. "They only show preferences for national products when such products make strong, explicit statements in support of their government," the authors explain. "For example they show a strong preference for Nike over Adidas if Nike is associated with a statement such as 'Love it or Get Out' (surrounding a U.S. flag)."

In times of threat, marketers may want to be clear about whether their targeted consumers can be characterized as having high or low levels of confidence in their socio-political systems. "While a simple push towards American-made products may be enticing for low-confidence individuals, it may be deemed ineffective as a means of defending the threatened system for high-confidence individuals," the authors conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Keisha M. Cutright, Eugenia C. Wu, Jillian C. Banfield, Aaron C. Kay, and Gavan J. Fitzsimons. When Your World Must Be Defended: Choosing Products to Justify the System. Journal of Consumer Research, June 2011 [link]

Cite This Page:

University of Chicago Press Journals. "Do American consumers with low confidence in the government buy American?." ScienceDaily. ScienceDaily, 18 January 2011. <www.sciencedaily.com/releases/2011/01/110118123511.htm>.
University of Chicago Press Journals. (2011, January 18). Do American consumers with low confidence in the government buy American?. ScienceDaily. Retrieved August 1, 2014 from www.sciencedaily.com/releases/2011/01/110118123511.htm
University of Chicago Press Journals. "Do American consumers with low confidence in the government buy American?." ScienceDaily. www.sciencedaily.com/releases/2011/01/110118123511.htm (accessed August 1, 2014).

Share This




More Science & Society News

Friday, August 1, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

House Republicans Vote to Sue Obama Over Healthcare Law

House Republicans Vote to Sue Obama Over Healthcare Law

Reuters - US Online Video (July 31, 2014) The Republican-led House of Representatives votes to sue President Obama, accusing him of overstepping his executive authority in making changes to the Affordable Care Act. Mana Rabiee reports. Video provided by Reuters
Powered by NewsLook.com
Florida Panther Rebound Upsets Ranchers

Florida Panther Rebound Upsets Ranchers

AP (July 31, 2014) With Florida's panther population rebounding, some ranchers complain the protected predators are once again killing their calves. (July 31) Video provided by AP
Powered by NewsLook.com
Britain Testing Driverless Cars on Roadways

Britain Testing Driverless Cars on Roadways

AP (July 30, 2014) British officials said on Wednesday that driverless cars will be tested on roads in as many as three cities in a trial program set to begin in January. Officials said the tests will last up to three years. (July 30) Video provided by AP
Powered by NewsLook.com
Health Insurers' Profits Slide

Health Insurers' Profits Slide

Reuters - Business Video Online (July 30, 2014) Obamacare-related costs were said to be behind the profit plunge at Wellpoint and Humana, but Wellpoint sees the new exchanges boosting its earnings for the full year. Fred Katayama reports. Video provided by Reuters
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins