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Remnants of the U.S. Civil War and modern consumer behavior
Author(s) -
Shimp Terence A.,
Dunn Tracy H.,
Klein Jill G.
Publication year - 2004
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.10116
Subject(s) - construct (python library) , ingroups and outgroups , outgroup , stereotype (uml) , context (archaeology) , psychology , social psychology , preference , scale (ratio) , consumer behaviour , advertising , marketing , geography , business , economics , cartography , archaeology , computer science , microeconomics , programming language
This research introduces a construct termed regional animosity . Regional animosity represents individuals' preference for their own (ingroup) geographic region and incorporates elements of animosity toward people from an outgroup region. The construct emanates from an investigation of the historical divide between the northern and southern regions of the United States. The interrelated theories of social identity, stereotype activation, and consumer animosity provide theoretical rationale for the existence of regional animosity and its role in affecting consumers' evaluative judgments and price sensitivity. Data from three studies demonstrate that research respondents showed strong preference for products/services that originate in their home region. Results further reveal that scores on a scale measuring regional animosity correlated with the extent to which consumers chose products/services from their own region and the degree to which they were willing to pay premium prices to obtain these items. These findings support prior theory in a novel context and implicate a potentially important line of inquiry for future research. © 2004 Wiley Periodicals, Inc.