Remnants of the U.S. Civil War and modern consumer behavior

Autor:	Jill G. Klein, Terence A. Shimp, Tracy H. Dunn
Rok vydání:	2003
Předmět:	Marketing media_common.quotation_subject Context (language use) Advertising Stereotype Ingroups and outgroups Preference Outgroup Sociology Social identity theory Construct (philosophy) Social psychology Applied Psychology Consumer behaviour media_common
Zdroj:	Psychology and Marketing. 21:75-91
ISSN:	1520-6793 0742-6046
DOI:	10.1002/mar.10116
Popis:	This research introduces a construct termed regional animosity. Regional animosity represents individuals' preference for their own (ingroup) geographic region and incorporates elements of animosity toward people from an outgroup region. The construct emanates from an investigation of the historical divide between the northern and southern regions of the United States. The interrelated theories of social identity, stereotype activation, and consumer animosity provide theoretical rationale for the existence of regional animosity and its role in affecting consumers' evaluative judgments and price sensitivity. Data from three studies demonstrate that research respondents showed strong preference for products/services that originate in their home region. Results further reveal that scores on a scale measuring regional animosity correlated with the extent to which consumers chose products/services from their own region and the degree to which they were willing to pay premium prices to obtain these items. These findings support prior theory in a novel context and implicate a potentially important line of inquiry for future research. © 2004 Wiley Periodicals, Inc.
Databáze:	OpenAIRE
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