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Are Iranian consumers poised to "buy American" in a hostile bilateral environment?


  • Bahaee, Mahmood
  • Pisani, Michael J.


The current bilateral relationship between the United States and Iran is fraught with intense political and military tension revolving around the nuclear issue in Iran. Open hostility between the two governments has recently spilled over into national, regional, and global forums. Despite this turmoil, the Iranian consumer is actively engaged in the global marketplace, buying goods from around the world. Our research spotlights Iranian consumers' attitudes toward importing and buying foreign-made products, with a special focus on American-made products. Our 2006 survey of 902 Iranian consumers suggests that Iranians are very open, but not exclusively so, to the purchase of foreign-made and American-made products. We also found the political-military bilateral tension or animosity between the Iranian and American governments has not transferred to the Iranian consumer. The Iranian consumers' openness to foreign-made (including American-made) goods, coupled with low consumer animosity vis-à-vis the United States from Iranian consumers, provides an opportunity for American and Western multinational companies to actively compete for and engage with the Iranian consumer in the Iranian marketplace.

Suggested Citation

  • Bahaee, Mahmood & Pisani, Michael J., 2009. "Are Iranian consumers poised to "buy American" in a hostile bilateral environment?," Business Horizons, Elsevier, vol. 52(3), pages 223-232, May.
  • Handle: RePEc:eee:bushor:v:52:y:2009:i:3:p:223-232

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    References listed on IDEAS

    1. Lee Cronbach, 1951. "Coefficient alpha and the internal structure of tests," Psychometrika, Springer;The Psychometric Society, vol. 16(3), pages 297-334, September.
    2. Robert A Peterson & Alain J P Jolibert, 1995. "A Meta-Analysis of Country-of-Origin Effects," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 26(4), pages 883-900, December.
    3. Warren J Bilkey & Erik Nes, 1982. "Country-of-Origin Effects on Product Evaluations," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 13(1), pages 89-100, March.
    4. Jill Gabrielle Klein, 2002. "Us Versus Them, or Us Versus Everyone? Delineating Consumer Aversion to Foreign Goods," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 33(2), pages 345-363, June.
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    Cited by:

    1. Mahmood Bahaee & Luis A. Perez‐Batres & Michael J. Pisani & Van V. Miller & Mahmoud Saremi, 2014. "Sustainable Development in Iran: An Exploratory Study of University Students' Attitudes and Knowledge about Sustainable Developmenta," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 21(3), pages 175-187, May.
    2. Bahaee, Mahmood & Pisani, Michael J., 2009. "Iranian consumer animosity and U.S. products: A witch's brew or elixir?," International Business Review, Elsevier, vol. 18(2), pages 199-210, April.


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