Ingroups, Outgroups and Stereotyping: Consumer Behavior and Social Identity Theory

Verlegh, Peeter W. J.
January 1999
Advances in Consumer Research;1999, Vol. 26 Issue 1, p162
Academic Journal
This article presents and discusses the papers presented at a consumer research session organized to explore the ways in which social identity theory could be used to understand the role of country of origin and foreign branding in consumer behavior. The four papers of this session originate in different perspectives in consumer research. Each of the papers approached issues of identity, origin and stereotyping from their own angle. The first paper outlined the value of social identity theory for country-of- origin research, and provided a first test of a number of its propositions in the country of origin context. The second paper took an interpretative approach. Building on social stereotyping, semiotics and imagery, the authors proposed a conceptual framework that showed how consumption is contextualized with regard to product, place, mark and usage. The third paper investigated how social identity theory can be used to understand consumption in emerging economies. In addition, it pointed out that national identity not necessarily equates the country of origin. The fourth paper was based on the recently published animosity model (Klein, Ettenson and Morris 1998), and presented new data, collected in Australia, to support the model.


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