Don’t Dare to Blur Our Boundaries: Balancing Between Current and Past Identities

  • Justina Gineikiene
  • Vida Skudiene
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


The study offers evidence that in historically connected markets (HCMs), consumers might harbor disidentification toward the consumption patterns of foreign countries’ consumers. Findings indicate that disidentification acts as a strong predictor of consumer behavior and outweighs ethnocentric tendencies in affecting product judgment and willingness to buy foreign products from HCMs.


Consumer disidentification Consumer ethnocentrism Country of origin Buyer behavior 


  1. Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423.CrossRefGoogle Scholar
  2. Branscombe, N. R., Ellemers, N., Spears, R., & Doosje, B. (1999). The context and content of social identity threat. In N. Ellemers, R. Spears, & B. Doosje (Eds.), Social identity: context, commitment, content (pp. 35–58). Oxford: Blackwell.Google Scholar
  3. Brewer, M. B. (1991). The social self: On being the same and different at the same time. Personality and Social Psychology Bulletin, 17, 475–482.CrossRefGoogle Scholar
  4. Brewer, M. B. (2012). Optimal distinctiveness theory: Its history and development. In P. A. M. Van Lange, A. W. Kruglanski, & E. Tory Higgins (Eds.), Handbook of theories of social psychology. Los Angeles, CA: SAGE.Google Scholar
  5. Brewer, M. B., & Pickett, C. L. (2002). The social self and group identification: Inclusion and distinctiveness motives in interpersonal and collective identities. In J. Forgas & K. Williams (Eds.), The social self: Cognitive, interpersonal, and intergroup perspectives (pp. 255–271). Philadelphia, PA: Psychology Press.Google Scholar
  6. Cleveland, M., & Laroche, M. (2007). Acculturation to the global consumer culture: Scale development and research paradigm. Journal of Business Research, 60(3), 249–259.CrossRefGoogle Scholar
  7. Darling, J. R., & Arnold, D. R. (1988). The competitive position abroad of products and marketing practices of the United States, Japan, and selected European Countries. Journal of Consumer Marketing, 5(Fall), 61–68.CrossRefGoogle Scholar
  8. Encyclopedia Britannica, Lithuania.
  9. Fornell, C., & Larcker, D. G. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.CrossRefGoogle Scholar
  10. Gineikiene, J., & Diamantopoulos, A. (forthcoming). I hate where it comes from but I still buy it: Countervailing influences of animosity and nostalgia. Journal of International Business Studies (invited revision).Google Scholar
  11. Hornsey, M. J., & Hogg, M. A. (2000). Assimilation and diversity: An integrative model of subgroup relations. Personality and Social Psychology Review, 4, 143–156.CrossRefGoogle Scholar
  12. Jetten, J., Spears, R., & Postmes, T. (2004). Intergroup distinctiveness and differentiation: A meta-analytic integration. Journal of Personality and Social Psychology, 86, 862–879.CrossRefGoogle Scholar
  13. Josiassen, A. (2011). Consumer disidentification and its effects on domestic product purchases: An empirical investigation in the Netherlands. Journal of Marketing, 75(2), 124–140.CrossRefGoogle Scholar
  14. Jöreskog, K. G., & Sörbom, D. (2007). LISREL 8.8. Chicago, IL: Scientific Software International.Google Scholar
  15. Kamuntavičius, R. (2013). History of Lithuanian culture. Kaunas: Vytautas Magnus University.Google Scholar
  16. Klein, J. (2002). Us versus them, or us versus everyone? delineating consumer aversion to foreign goods. Journal of International Business Studies, 33(2), 345–363.CrossRefGoogle Scholar
  17. Klein, J., Ettenson, R., & Morris, M. D. (1998). The animosity of model of foreign product purchase: An empirical test in the People’s Republic of China. Journal of Marketing, 62, 89–100.CrossRefGoogle Scholar
  18. Leonardelli, G. J., Pickett, C. L., & Brewer, M. B. (2010). Optimal distinctiveness theory: A framework for social identity, social cognition, and intergroup relations. In M. P. Zanna & J. M. Olson (Eds.), Advances in experimental social psychology (Vol. 43, pp. 63–113). Amsterdam: Elsevier.Google Scholar
  19. Lithuanian Department of Statistics. (2011). Gyventojų sudėtis.
  20. McDonald, M., Porat, R., Yarkoney, A., Tagar, M. R., Kimel, S., Saguy, T., & Halperin, E. (2015). Intergroup emotional similarity reduces dehumanization and promotes conciliatory attitudes in prolonged conflict. Group Processes and Intergroup Relations, 20, 1–13.Google Scholar
  21. Oberecker, E. M., & Diamantopoulos, A. (2011). Consumers’ emotional bonds with foreign countries: Does consumer affinity affect behavioral intentions? Journal of International Marketing, 19(2), 45–72.CrossRefGoogle Scholar
  22. Office for National Statistics. (2015). Overview of the UK Population.
  23. Roccas, S., & Schwartz, S. H. (1993). Effects of intergroup similarity on intergroup relations. European Journal of Social Psychology, 23, 581–595.CrossRefGoogle Scholar
  24. Sharma, S., Shimp, T. A., & Shin, J. (1995). Consumer ethnocentrism: A test of antecedents and moderators. Journal of the Academy of Marketing Science, 23(1), 26–37.CrossRefGoogle Scholar
  25. Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of Marketing Research, 24, 280–289.CrossRefGoogle Scholar
  26. Tajfel, H., & Turner, J. (1979). An integrative theory of intergroup conflict. In W. G. Austin & S. Worchel (Eds.), The social psychology of intergroup relations (pp. 33–48). Monterey, CA: Brooks/Cole.Google Scholar
  27. Verlegh, P. W. J., & Steenkamp, J.-B. E. M. (1999). A review and meta-analysis of country-of-origin research. Journal of Economic Psychology, 20(5), 521–546.CrossRefGoogle Scholar
  28. White, J. B., Schmitt, M. T., & Langer, E. J. (2006). Horizontal hostility: Multiple minority groups and differentiation from the mainstream. Group Process Intergroup Relations, 9, 339–358.CrossRefGoogle Scholar
  29. Wood, V. R., & Darling, J. R. (1993). The marketing challenges of the Newly Independent Republics: Product competitiveness in global markets. Journal of International Marketing, 1(1), 77–102.Google Scholar
  30. Verkuyten, M., & Yildiz, A. A. (2007). National (dis)identification and ethnic and religious identity: A study among Turkish-Dutch Muslims. Personality and Social Psychology Bulletin, 33(10), 1448–1462.CrossRefGoogle Scholar

Copyright information

© Academy of Marketing Science 2018

Authors and Affiliations

  1. 1.ISM University of Management and EconomicsVilniusLithuania

Personalised recommendations