Antecedents and Buying Behavior Consequences of Consumer Racism, National Identification, Consumer Animosity, and Consumer Ethnocentrism

ABSTRACT

The purpose of the current research is to assess and compare the impacts of consumer racism, national identification, animosity, and ethnocentrism exhibited by Jewish-Israeli consumers on their purchases of products originating in the Palestinian Authority. A structured questionnaire with multi-item scales based on data from a sample of Jewish-Israeli consumers was used. The current study suggests that product quality judgment acts as partial mediator between consumer racism, national identification, animosity, ethnocentrism, and willingness to buy. Most (but not all) other hypothesized relationships were substantiated. This study unravels the tangled state of the pertinent literature by identifying and evaluating the relative and simultaneous impacts of consumer racism, national identification, animosity, and ethnocentrism on some core marketing variables, such as product quality judgment, willingness to buy, and actual buying.

KEYWORDS:

• Consumer animosity
• consumer ethnocentrism
• consumer national identification
• consumer racism