Thesis - Open Access
Master of Science (MS)
consumer animosity, country of origin effect merchandising, social entrepreneurship
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.
Library of Congress Subject Headings
Indian business enterprises -- Public opinion
Indians of North America -- South Dakota
Consumers -- Attitudes
Consumer behavior -- Cross-cultural studies
Includes bibliographical references (page 84-105)
Number of Pages
South Dakota State University
Copyright © 2016 Anne-Marie Junker
Junker, Anne-Marie, "Consumer Animosity in Cross Cultural Context" (2016). Electronic Theses and Dissertations. 962.