National Studies Journal

Network Analysis of Consumer Ethnocentrism (The Network of Iranians’ Attitude towards Domestic and Foreign Products)

10.22034/rjnsq.2022.354016.1432
Volume 23, Issue 92 - Serial Number 92
Autumn 2022
Pages 63-82
National Studies Journal

Document Type : Original Article

Authors

Hamzeh Amiri 1
fatemeh bagherian 2
pegah nejat 3

1 * Ph.D. Candidate in Cognitive Psychology, Social Cognition, Shahid Beheshti University (SBU), Tehran, Iran

2 Associate Professor, Faculty of Education and Psychology, Shahid Beheshti University( SBU), Tehran, Iran

3 Assistant Professor, Faculty of Education and Psychology, Shahid Beheshti University (SBU), Tehran, Iran

Abstract
Consumer nationalism in the age of global changes has a strong relationship with national identity. From the point of view of social identity and based on national identity, the attitude of consumer nationalism in the direction of supporting one's own group against others forms a framework in which a person has a positive attitude towards domestic goods and a negative attitude towards foreign goods as a threat to the national economy. In this research, while using the attitude network analysis method as a new method of cognitive analysis, the opinions, emotions and behaviors of Iranians have been analyzed in the field of consumer nationalism. Sharma's consumption nationalism scale was studied in a sample of 1004 people from all over the country with multi-stage stratified sampling and by telephone survey and the indicators of centrality, betweenness and power of the variables and their relationship with each other were evaluated and compared in the form of network edges. Three behavioral, emotional and cognitive clusters (factors) were observed in the attitudinal network. Desire to buy Iranian goods, pride in Iranian goods and the quality of Iranian goods have the highest centrality in the attitudinal network of consumer nationalism. The effect of gender on the attitudinal structure was investigated and the distinct networks of people's attitude towards consumption nationalism were analyzed based on this.

Keywords

Consumer Nationalism
Network Analysis
Attitude
National Identity
Sharma Scale of Consumer Nationalism
  • آنت، زینب؛ سجادی ، سید نصرالله ؛ خبیری، محمد؛ (1392)، «ملی‌گرایی مصرفی و رابطه آن با وطن‌پرستی و جهان‌گرایی در ارزیابی کالاهای ورزشی داخلی و خارجی»، نشریه پژوهش در مدیریت ورزشی و رفتار حرکتی، دوره 5، شماره 9، صص24-11.
  • بهمنی، مهرزاد. «بررسی میزان ملی‌گرایی مصرفی، اعتماد به تبلیغات و تمایل به مصرف کالاهای داخلی در بین شهروندان 28 شهر کشور». فصلنامه پژوهش‌های ارتباطی، سال 19، شماره 3، پاییز 1391، صص 182-159.
  • حسین زاده، ماشاالله؛ (۱۳۸۶)، «شناسایی عوامل مؤثر بر ملی‌گرایی مصرفی و تأثیر آن بر ارزیابی کالاهای داخلی و خارجی از دیدگاه و مصرف‌کنندگان در تهران بزرگ»، پایان‌نامه کارشناسی ارشد، دانشگاه تهران، دانشکده مدیریت.
  • حقیقی، محمد؛ حسین زاده، ماشاالله؛ (1388)، «مقایسه میزان تمایل به مصرف کالاهای داخلی در تهران با سایر مناطق جهان و بررسی پیامدهای آن بر ارزیابی و ترجیح محصولات »، مجله مدرس علوم انسانی، دوره 13، شماره 4، صص 103-39.
  • عبدالرحمن، احسان؛ نظری، محسن؛ حسن قلی پور، طهمورث؛ صمدی، منصور؛ «تدوین مدل ترغیب شهروندان تهرانی به خرید کالای ساخت داخل». مدیریت بازرگانی، دوره 8، شماره 3، پاییز 1395، دانشکده مدیریت دانشگاه تهران، صص 548-259.
  • محمد بیگی، سعید، توکلی، محمدجواد. «ظرفیت‌ها و چالش‌های فرهنگ ملی‌گرایی مصرفی»، معرفت، سال بیست و نهم، شماره 270، خرداد ،1399، صص 96-83.
  • مرتضوی، آمنه؛ نیازی، محسن؛ ارشدی، وحید؛(1398)، «تبیین عوامل اجتماعی فرهنگی ملی‌گرایی مصرفی در شهروندان اصفهان». علوم اجتماعی. دوره 16، شماره 2، 1398. دانشکده ادبیات و علوم انسانی مشهد. صص 309-275.
  • نجیب‌زاده، مهناز، احمدی، سیروس. (1397). «رابطه عزت‌نفس ملّی و مصرف کالاهای خارجی در بین شهروندان ایرانی». فصلنامه مطالعات ملی. دوره 19، شماره 75، صص 67-45.
  • ونوس، داور؛ سلطانی، ابراهیم؛ (1375)، «بررسی علل عمده گرایش مصرف‌کنندگان ایرانی به محصولات خارجی»، مجله دانش مدیریت، شماره 31 و 32، صص 77-67.
  • Anderson, W. T. (1972). "Gauging foreign product promotion". Journal of advertising research, Vol. 12.1972, 1, p. 29-34.
  • Balabanis, George & Mueller, Rene & Melewar, T.. (2002). "The Relationship Between Consumer Ethnocentrism and Human Values". Journal of Global Marketing. 15. 7-37.
  • Borgatti, Stephen P. Mehra, Ajay. Brass, Daniel J. Labianca, Giuseppe. (2009). "Network analysis in the social sciences". In Science (New York, N.Y.) 323 (5916), pp. 892–895.
  • Castells, M. (1997). The information age: Economy, society and culture. The power of identity (2nd vol.). Oxford: Blackwell Publishers.
  • Cramer AO, Waldorp LJ, van der Maas HL, Borsboom D. Comorbidity: a network perspective. Behav Brain Sci. 2010 Jun;33(2-3):137-50; discussion 150-93.
  • Chryssochoidis, G., Krystallis, A., & Perreas, P. 2007. "Ethnocentricbeliefs and country-of-origin (COO) effect: Impact of country,product and product attributes on Greek consumers’ evaluation of good products", europian journal of marketing, 41(11/12): 1518-1544.
  • Cleveland, M., Papadopoulos, N. and Laroche, M. (2011) "Identity, Demographics, and Consumer Behaviors: International Market Segmentation across Product Categories". International Marketing Review, 28, 244-266.
  • Cutura, Marija. (2020). "Consumer Ethnocentrism and Social Identity: Theoretical Backgrounds and Empirical Studies Overview". Market-Tržište. Vol. 32, Special Issue, 2020, pp. 131-146.
  • Dalege J, Borsboom D, van Harreveld F, van den Berg H, Conner M, van der Maas HL. Toward a formalized account of attitudes: The Causal Attitude Network (CAN) model. Psychol Rev. 2016 Jan;123(1):2-22.
  • De Ruyter, K., van Birgelen, M. and Wetzels, M. (1998) "Consumer Ethnocentrism in International Services Marketing". International Business Review, 7, 185-202.
  • Fischer, Peter & Zeugner-Roth, Katharina. (2017). Disentangling country-of-origin effects: the interplay of product ethnicity, national identity, and consumer ethnocentrism. Marketing Letters.
  • Golino HF, Epskamp S (2017) "Exploratory graph analysis: A new approach for estimating the number of dimensions in psychological research". PLoS ONE 12(6): e0174035. DOI:10.1371/journal.pone.0174035.
  • Hogg, M.A. and Reid, S.A. (2006) "Social Identity, Self-Categorization, and the Communication of Group Norms". Communication Theory, 16, 7-30.
  • Keane, M., & Morschett, D. (2016). "Reducing the Negative Effect of Consumer Ethnocentrism on Patronage Behaviour at Foreign Retailers". Marketing: ZFP – Journal of Research and Management, 38(4), 228-240.
  • Keillor, B. D., & Hult, G. T. M. (1999). "A five-country study on national identity: Implications for international marketing research and practice". International Marketing Review, 16(1), 65-82.
  • Lange, J., Dalege, J., Borsboom, D., van Kleef, G. A., & Fischer, A. H. (2020). "Toward an Integrative Psychometric Model of Emotions". Perspectives on Psychological Science, 15(2), 444–468.
  • Markin R.J., 1974, "Consumer Behavior: A Cognitive Orientation", NewYork, MacMillan Publishing Co , 28, (2), 189-204.
  • Nadimi, I., Mansori, S. & Ismail, Z. (2012). "Global replication of CETSCALE: A study of the Iranian market". J Target Meas Anal Mark 20, 261–268.
  • Pons, P., & Latapy, M. (2005). "Computing communities in large networks using random walks. In P. Yolum, T. Gu¨ngo¨r, F. Gu¨rgen, & C. O¨ zturan" (Eds.), Computer and information sciences—ISCIS 2005 (pp. 284–293). Berlin, Germany: Springer.
  • Reierson, C. (1966) "Are Foreign Products Seen as National Stereotypes?" Journal of Retailing, 42, 33-40.
  • Robinaugh, D. J., Millner, A. J., & McNally, R. J. (2016). "Identifying highly influential nodes in the complicated grief network". Journal of Abnormal Psychology, 125(6), 747–757
  • Shimp, T. A., & Sharma, S. 1987. "Consumer ethnocentrism:Construction and validation of the CETSCALE". Journal of Marketing Research, 24(3): 280–289.
  • Sorush Sepehr & Azar Kaffashpoor (2012): "Measuring the Ethnocentric Tendencies of Iranian Consumers: An Assessment of Validity and Reliability of the CETSCALE", Journal of International Consumer Marketing, 24:4, 263-274.
  • Sumner W.G., 1906, Folkways, The Sociological Importance of Usage Manners Customs Mores and Morals, New York, Ginn & Co Custom Publishing.
  • Tajfel, H., & Turner, J. C. (2004). The Social Identity Theory of Intergroup Behavior. In J. T. Jost & J. Sidanius (Eds.), Key readings in social psychology. Political psychology: Key readings (pp. 276-239). New York, NY: Psychology Press.
  • Zeugner-Roth, Katharina and Vesna Žabkar, (2015), "Bridging the gap between country and destination image: Assessing common facets and their predictive validity", Journal of Business Research, 68, (9), 1844-1853.

Home

Guide for Authors

Submit Manuscript

Contact Us