Buy American: A User's Guide for Measuring Customer Motivations

22 Pages Posted: 16 Apr 2017 Last revised: 6 Jun 2017

Date Written: April 12, 2017


Rather than a fad, buying American is a consistent and persistent motivation for many consumers. But which consumers are more likely to buy American and why? How can companies better cater to this need among their current and potential customers? This note reviews how companies can proactively respond to consumers’ buy-American motivations and increase customer satisfaction, loyalty behaviors, and financial outcomes. Four distinct motivations drive people to buy American: country branding, country animosity, consumer ethnocentrism, and local identity. This note identifies specific scales that can be administered via a survey for implementing a buy-American branding strategy based on these four motivations. Specific examples illustrate how companies use these four pillars to support their buy-American branding strategy.

Keywords: Buy American, Survey Research, Ethnocentrism, Patriotism, Local Identity, Customer Satisfaction

Suggested Citation

Mittal, Vikas, Buy American: A User's Guide for Measuring Customer Motivations (April 12, 2017). Available at SSRN: or

Vikas Mittal (Contact Author)

Rice University ( email )

6100 South Main Street
250 McNair
Houston, TX 77005-1892
United States

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