Examining the Level of Consuming Nationalism, Trust in Ads and Propensity towards Domestic Goods: A Case Study of 28 Iranian Provinces

Bahmani, Mehrzad

doi:10.22082/cr.2012.23405

Examining the Level of Consuming Nationalism, Trust in Ads and Propensity towards Domestic Goods: A Case Study of 28 Iranian Provinces

Document Type : Original Article

Author

Mehrzad Bahmani

communication research

https://doi.org/10.22082/cr.2012.23405

Abstract

The mounting level of consuming nationalism, i.e. preference for domestically-made goods over foreign items is one of the decisive factors accounting for Iran's increasingly flourishing economy. Under such circumstances, consumers choose domestic goods based on normal and emotional criteria, and by refusing to buy foreign commodities and disdaining them as immoral, they help flourish the economy of their country. Using the results of a survey conducted in 28 provinces, the present paper investigates the level of consuming nationalism among citizens of these provinces and examines the consumers’ attitudes towards domestically-made goods and their preference for picking them up. The present paper also aims to study the level of citizens’ trust in domestic advertisements and its relevancy to consuming nationalism. Research findings indicate that 83% of the respondents do their buying based on cognitive and rational criteria, and only 14% buy their needs based on normal and emotional measures. Consuming nationalism for 80.4% of the total respondents was at medium level and for 13.4% of them was at high level and for 6.2% of them was at low level.

Keywords

Consuming nationalism

Trust in Ads

Propensity towards Consumption

Consumers Attitude

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