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Cultural antecedents to the normative, affective, and cognitive effects of domestic versus foreign purchase behavior

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  • Suzanne L. Conner
  • James Reardon
  • Chip Miller
  • Laura Salciuviene
  • Vilte Auruskeviciene

Abstract

The paper aims to investigate simultaneous and independent effects of cognitive, affective, and normative (CAN) decision mechanisms and cultural elements on consumer purchase behavior of foreign and domestic products. The study uses a survey to collect data from 5 086 respondents across 19 nations. The findings suggest that CAN factors independently affect purchase decisions for domestic, but not always foreign goods. Collectivism and uncertainty avoidance directly and differentially affect the CAN mechanisms. By explaining the effects of CAN and cultural elements on foreign and domestic purchase behaviour and offering product positioning strategies to internationally operating business managers the study provides important research and practical implications. The originality and value of this research lies in the theoretically proposed and empirically tested model, which incorporates consumer ethnocentrism, quality importance, national identification, cultural antecedents (collectivism and uncertainty avoidance) and domestic/ foreign product purchase behaviour.

Suggested Citation

  • Suzanne L. Conner & James Reardon & Chip Miller & Laura Salciuviene & Vilte Auruskeviciene, 2017. "Cultural antecedents to the normative, affective, and cognitive effects of domestic versus foreign purchase behavior," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 18(1), pages 100-115, January.
    • Handle: RePEc:taf:jbemgt:v:18:y:2017:i:1:p:100-115
    DOI: 10.3846/16111699.2016.1220975
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    Cited by:

    1. Alesanco-Llorente, María & Reinares-Lara, Eva & Pelegrín-Borondo, Jorge & Olarte-Pascual, Cristina, 2023. "Mobile-assisted showrooming behavior and the (r)evolution of retail: The moderating effect of gender on the adoption of mobile augmented reality," Technological Forecasting and Social Change, Elsevier, vol. 191(C).
    2. Kashmala Latif & Abdul Hameed Pitafi & Muhammad Yousaf Malik & Zara Latif, 2019. "Individual Cultural Values and Consumer Animosity: Chinese Consumers’ Attitude Toward American Products," SAGE Open, , vol. 9(3), pages 21582440198, August.
    3. Agnieszka Bitkowska & Joanna Moczydłowska & Krystyna Leszczewska & Karol Karasiewicz & Joanna Sadkowska & Beata Żelazko, 2022. "Young Consumers’ Perceptions of Family Firms and Their Purchase Intentions—The Polish Experience," Sustainability, MDPI, vol. 14(21), pages 1-19, October.
    4. Naveed Ahmad & Rana Tahir Naveed & Miklas Scholz & Muhammad Irfan & Muhammad Usman & Ilyas Ahmad, 2021. "CSR Communication through Social Media: A Litmus Test for Banking Consumers’ Loyalty," Sustainability, MDPI, vol. 13(4), pages 1-15, February.

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