Consumer Animosity in Cross Cultural Context

<p>Social Entrepreneurship (SE) has shown to have substantial potential to address social concerns and it prompted the question if an SE might be a viable option for Native American groups in South Dakota. This unique situation could pose an additional challenge for marketers because of the common shared history that contributed to the current inequality. The SE could serve as a cue about unresolved tensions, prompting the question about possible morality and even culpability. Recent government actions regarding restoration and even restitution to Native Americans could signal changing attitudes regarding possible responsibility. Depending on personal beliefs and societal norms, this could be perceived as an economic and even moral threat among non-Native American consumers who, in response, might react with Consumer Animosity toward Native American products. This would undermine the long-term success of the SE. The study indicated that consumers are sympathetic of the plight of the Native American population, but they do not perceive themselves responsible for the current situation and are therefore less willing to accept any cost associated with restoration.</p>

Name thesis:degree_name

Master of Science (MS)

Level thesis:degree_level

Thesis - Open Access

Discipline thesis:degree_discipline

Consumer Sciences

Year dc:date.available

2016

Author dc:creator

• Junker, Anne-Marie

Contributors dc:contributor

• Nancy Lyons

• consumer animosity
• country of origin effect merchandising
• social entrepreneurship
• Social and Behavioral Sciences

Licence

• http://rightsstatements.org/vocab/InC/1.0/

Language dc:language

en

Repository record dc:identifier

https://openprairie.sdstate.edu/etd/962

OAI identifier oai:identifier

oai:openprairie.sdstate.edu:etd-1959