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- Publisher
- Springer Journals
- Copyright
- Copyright © 2015 by Academy of Marketing Science
- Subject
- Economics / Management Science; Business/Management Science, general; Marketing; Social Sciences, general
- ISSN
- 0092-0703
- eISSN
- 1552-7824
- DOI
- 10.1007/s11747-015-0432-y
- Publisher site
- See Article on Publisher Site
Abstract
Our research provides insights into the nature of consumer reactions to corporate reshoring. We test the impact of reshoring decisions on consumer willingness to buy and willingness to pay for the products of companies implementing reshoring decisions. We conduct three experimental studies: Study 1 analyzes the processes underlying consumer reactions to reshoring from a moral psychology perspective. Results show the mediating role of positive and negative moral emotions (i.e., gratitude and righteous anger) felt by consumers. Study 2 shows the important role of consumer attribution inferences of company motives for reshoring, and ethnocentrism dispositions of consumers, highlighting boundary conditions of proposed moderating mechanisms. Study 3 tests the proposed model in the context of an actual reshoring case, extending its range of application and addressing external validity. The results improve our understanding and handling of consumer reactions to corporate reshoring.
Journal
Journal of the Academy of Marketing Science – Springer Journals
Published: Feb 24, 2015