Are Middle-Eastern Consumers Different? A Profile of Ethnocentric and Animus Consumers in Lebanon and Tunisia
Journal of Global Business Issues
ISSN or ISBN
Sometimes, consumers are offended by political decisions made by foreign governments or in international organizations, and they may react against an offending country's government by avoiding purchasing products "made in" the offending country. This study looks at the effects of consumer animosity and consumer ethnocentrism on consumers' willingness to buy in two countries of the MENA region, Lebanon and Tunisia. The purpose of this study is to test the impact of demographic variables on animosity and ethnocentrism and to develop a profile of both ethnocentric and animus consumers in the Middle East. Results show the differences between an ethnocentric and an animus consumer demographically. Managerial implications are discussed addressing those differences.
Ben Mrad, Selima and Kozloski-Hart, Laura, "Are Middle-Eastern Consumers Different? A Profile of Ethnocentric and Animus Consumers in Lebanon and Tunisia" (2014). HCBE Faculty Articles. 678.