Journal article

Remnants of the U.S. Civil war and modern consumer behavior

TA Shimp, TH Dunn, JG Klein

Psychology and Marketing | Published : 2004


This research introduces a construct termed regional animosity. Regional animosity represents individuals' preference for their own (ingroup) geographic region and incorporates elements of animosity toward people from an outgroup region. The construct emanates from an investigation of the historical divide between the northern and southern regions of the United States. The interrelated theories of social identity, stereotype activation, and consumer animosity provide theoretical rationale for the existence of regional animosity and its role in affecting consumers' evaluative judgments and price sensitivity. Data from three studies demonstrate that research respondents showed strong preferenc..

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