Experimental analysis of nationalistic tendencies in consumer decision processes: Case of the multinational product

Participants evaluated pairs of hypothetical hybrid products varying in the percentage of American workers employed in manufacturing each product (50% vs. 80%) and the company nationality (American vs. Japanese, German, or Taiwanese). For each pair, participants indicated a preference and reasons for their preference. Employing American workers was an important factor in the preferences of all participants across all products (automobiles, personal computers, and clothing). However, preference for American companies was significant in most cases only for those scoring high on a scale of nationalism, as mediated by greater concern for supporting America and the American economy and lesser concern for perceived quality differences. Results are discussed in terms of theories of consumer ethnocentrism and ways of marketing multinational products.