Reprint: Us Versus Them, or Us Versus Everyone? Delineating Consumer Aversion to Foreign Goods

Abstract

This paper presents evidence that international animosity and consumer ethnocentrism are distinct constructs that play different roles depending on the set of products available to consumers. Results show that animosity toward a foreign nation is related to choices between foreign goods, while consumer ethnocentrism is related to choices between domestic and foreign goods. Further, the study finds animosity effects even though anger levels are generally low, thus extending the boundaries of the animosity model of foreign purchase. The study focuses on U.S. consumer views of Japan and Japanese products. Implications for decisions concerning global versus local branding strategies are discussed.

Klein, J. Us Versus Them, or Us Versus Everyone? Delineating Consumer Aversion to Foreign Goods. J Int Bus Stud 33, 345–363 (2002). https://doi.org/10.1057/palgrave.jibs.8491020

Appendix

Product Judgments (modified from Darling and Wood 1989; Darling and Arnold 1988; and Wood and Darling 1993).

Products made in Japan are carefully produced and have fine workmanship.

Strongly Disagree						Strongly Agree
1	2	3	4	5	6	7
□	□	□	□	□	□	□

Products made in Japan show a very high degree of technological advancement. Products made in Japan are usually quite reliable and seem to last the desired length of time.

Products made in Japan are usually a good value for the money.

• Choices Between Products

Now, I would like you to picture the same product manufactured by two different countries. It is important that you are picturing a product where the brands are equal across all aspects of the product, including price, quality and styling. For each statement please indicate the likelihood of buying this product manufactured from the first country compared only to this product manufactured from the second country.

Likelihood of buying the United States product compared to the Japanese product.

Definitely buy the U.S. product

□1

□2

□3

□4

□5

□6

□7

Definitely buy the Japanese product

The same question was asked again for a South Korean versus a Japanese product.

Respondents were reminded again that the products were equal on all dimensions and were asked if they would pay more for the Japanese product, about the same for either product, or more for the U.S./South Korean product.

• Consumer Ethnocentrism (from Shimp and Sharma’s 1987 CETSCALE)

It is not right to purchase foreign products, because it puts Americans out of jobs.

A real American should always buy American-made products.

We should purchase products manufactured in America instead of letting other countries get rich off of us.

Americans should not buy foreign products, because this hurts American business and causes unemployment.

• Animosity

I feel angry towards Japan.

I like Japan.

I do not like Japan.

• War Animosity

I still fell angry towards Japan because of World War II.

We should not forget the atrocities committed by Japan during World War II.

I cannot forgive Japan for bombing Pearl Harbor.

• Economic Animosity

Japan is taking advantage of the U.S.

I feel angry towards Japan because of the way they have conducted trade with the United States.

The U.S. is more fair in its trade dealings with Japan than Japan is with the U.S.