Understanding consumption as expression of consumer's national identity.
Item
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Title
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Understanding consumption as expression of consumer's national identity.
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Identifier
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AAI3187435
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identifier
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3187435
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Creator
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Carvalho, Sergio.
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Contributor
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Adviser: David Luna
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Date
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2005
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Language
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English
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Publisher
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City University of New York.
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Subject
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Business Administration, Marketing
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Abstract
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The purpose of this research is to formulate an integrative national identity-based analysis of consumer behavior. This is an examination of how citizens as consumers make sense of, interpret and negotiate what their nation and their national identity mean to them not only in routine times but also in times of crises when the national identity has been wounded or threatened by outsiders. This integrative analysis utilizes the theories of self-concept (Hong et al., 2003), social identity, intergroup relations (Brewer, 1999; Tajfel and Turner, 1979) and identity salience (Forehand et al., 2002) to examine consumers' feelings, attitudes and behavioral manifestations linked to national identification.;Chapter 2 the meaning of the self and its multiple identities as a conceptual framework to link consumer expressions of national identity to the individuals' active need for the maintenance of a personal, positive self-concept.;Chapter 3 presents a theoretical model suggesting that once the individuals' national identity is salient, it can be expressed in several ways, depending upon whether or not the consumer expressions are positively motivated due to affection for the home country (patriotism and ethnocentrism) or negatively motivated to harm the "adversary" country (animosity and nationalism).;Chapter 4 analyzes identity salience in order to provide a context for the empirical studies presented in the subsequent chapters.;Chapter 5 presents two studies intended to investigate the effect of national identity salience (NI) on consumers' evaluation of advertising and the associated products (a patriotism effect) in two different contexts: (1) NI activated through media-context; (2) NI activated through advertising appeals. Study 1 results show that heightening the salience of individuals' national identity leads them to react more positively to Aad and Apr. Study 2 tries to replicate the results found in study 1 by attempting to disentangle respondents' mood state induced by media-context from the effects of NI salience on Aad and Apr. Results for the negative mood condition were consistent with the results found in study 1. As for the positive mood condition, respondents seemed to have positively reflected their identity praise on Aad and Apr.
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Type
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dissertation
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Source
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PQT Legacy CUNY.xlsx
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degree
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Ph.D.
