Consumer Racism and Its Effects on Domestic Cross - Ethnic Product Purchase : An Empirical Test in The United States, Canada, and France  

Oleh:

Ouellet, Jean-Francois

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 71 no. 1 (Jan. 2007), page 113-128.
Topik: consumer; consumer racism; domestic cross - ethnic product; purchase

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.11 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

This study provides empirical evidence of the effects of consumer racism on domestic cross - ethnic product purchase in three countries. the model predicts that consumer racism will affect ethnic majorities; judgements of and willingness to buy products from each country's dominant ethnic minority. After a consumer racism measurement instrument is developed and validated, experiments and survey results show that varying levels of consumer racism affect consumer judgements of and willingness to buy domestic products that are perceived as being made by ethnic minorities in the three countries in which the tests took place. Moreover, the results indicate that minority - owned business performance is significantly and negatively affected in areas in which consumer racism is more prevalent. Moderators of consumer racism effects are the perceived level of interaction between consumers and the minority - owned company, a certain product - ethinicity image, and consumers' perceived importance of the outcome associated with consuming minority - owned companies' products and / or services.

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