Communicating with American consumers in the post 9/11 climate: an empirical investigation of consumer ethnocentrism in the United States

Abstract

The present study examines the extent to which American consumers’ political attitudes translate into their economic preferences in the post-September 11 climate. Specifically, nationalism, patriotism, and internationalism as antecedents to consumer ethnocentrism are investigated. A web-based survey was carried out on a sample drawn from a population of known internet users in the USA. Results from this study show that nationalism and internationalism are good predictors of American consumers’ ethnocentric tendencies. In addition, demographic characteristics such as gender, age, income, and education exhibit significant effects on consumer ethnocentrism. Male, younger, higher-income and better-educated consumers tend to be less ethnocentric. Suggestions are made to help both domestic and foreign firms and marketers understand how the post-September 11 political climate affects American consumers’ economic preferences. Results from this study also provide useful insights for further theory development on consumer ethnocentrism in today’s global marketplace.