Document Type

Thesis - Open Access

Award Date


Degree Name

Master of Science (MS)


Consumer Sciences

First Advisor

Nancy Lyons


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

Social entrepreneurship

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