The Relationship between Patriotic Consumption and In-Group Bias / Alexia PERU / 2023

Titre : The Relationship between Patriotic Consumption and In-Group Bias : Exploring the Effects of National Identity on Consumer Behavior Type de document : Mémoire Auteurs : Alexia PERU, Auteur Année de publication : 2023 Importance : 27 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management NATION ; COMPORTEMENT DU CONSOMMATEUR ; GESTION DE LA QUALITE Résumé : This article examines the impact of a sense of national identity on consumption behavior, focusing on the propensity to pay for patriotic products and the perception of their quality. The results reveal a positive relationship between the feeling of national identity and the willingness to pay a higher price to support products reflecting individuals' culture and country of origin. In addition, people with a strong sense of national identity tend to perceive patriotic products as being of higher quality. However, it should be noted that these findings are based on a limited sample size and a specific context, requiring further study for a better generalization of the results. These insights provide interesting implications for marketing practitioners and corporate decision-makers, helping them to understand how national identity can influence consumer preferences and choices. Programme : MSc Wine & Gastronomy Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581717