Demarketing, minorities, and national attachment

A. Grinstein, Udi Nisan

Research output: Contribution to JournalArticleAcademicpeer-review

Abstract

This study addresses two important global trends: protection of public goods, specifically the environment, and the emergence of multiethnic societies with influential minority groups. The study tests the effect of a government proenvironmental demarketing campaign on the deconsumption behavior of minority groups and the majority population. It suggests that minority consumers use consumption or deconsumption to manifest their social identity, beliefs, and goals as minorities in relation to the majority and that their motivation to respond positively to a government's demarketing campaign is shaped by their national attachment levels. The study was conducted in Jerusalem, Israel, and involved a large data set (N = 66,272) containing household-level data on actual behavior of consumers. The studied groups involved the majority of non-ultra-Orthodox Jews and three minority groups: Israeli Arabs, ultra-Orthodox Jews, and Jewish Russian immigrants. The findings show that in a proenvironmental context, government demarketing is more effective on the majority group than on any of the three minority groups. In addition, minority groups with lower national attachment levels respond more negatively to the demarketing effort. However, higher education levels lead to a more positive response across the majority and minority groups. A central implication of the findings is related to the benefits derived from demarketing for different consumer groups (majorities versus minorities based on religion, ethnicity, and immigration status). The findings also provide a benchmark for demarketing efforts in an environmental context. Finally, they suggest that policy makers and marketers should consider using demarketing more to complement regulatory and economic tools.

LanguageEnglish
Pages105-122
Number of pages18
JournalJournal of Marketing
Volume73
Issue number2
DOIs
Publication statusPublished - Mar 2009

Fingerprint

Demarketing
Minorities
Government
Jews
Social identity
Politicians
Ethnic groups
Immigration
Israel
Household
Marketers
Economics
Immigrants
Benchmark

Keywords

  • Demarketing
  • Environmental behavior
  • Minority groups
  • National attachment
  • Public goods
  • Public policy

Cite this

Grinstein, A. ; Nisan, Udi. / Demarketing, minorities, and national attachment. In: Journal of Marketing. 2009 ; Vol. 73, No. 2. pp. 105-122.
@article{449f1bf4460048d69e49c64cbc9171f4,
title = "Demarketing, minorities, and national attachment",
abstract = "This study addresses two important global trends: protection of public goods, specifically the environment, and the emergence of multiethnic societies with influential minority groups. The study tests the effect of a government proenvironmental demarketing campaign on the deconsumption behavior of minority groups and the majority population. It suggests that minority consumers use consumption or deconsumption to manifest their social identity, beliefs, and goals as minorities in relation to the majority and that their motivation to respond positively to a government's demarketing campaign is shaped by their national attachment levels. The study was conducted in Jerusalem, Israel, and involved a large data set (N = 66,272) containing household-level data on actual behavior of consumers. The studied groups involved the majority of non-ultra-Orthodox Jews and three minority groups: Israeli Arabs, ultra-Orthodox Jews, and Jewish Russian immigrants. The findings show that in a proenvironmental context, government demarketing is more effective on the majority group than on any of the three minority groups. In addition, minority groups with lower national attachment levels respond more negatively to the demarketing effort. However, higher education levels lead to a more positive response across the majority and minority groups. A central implication of the findings is related to the benefits derived from demarketing for different consumer groups (majorities versus minorities based on religion, ethnicity, and immigration status). The findings also provide a benchmark for demarketing efforts in an environmental context. Finally, they suggest that policy makers and marketers should consider using demarketing more to complement regulatory and economic tools.",
keywords = "Demarketing, Environmental behavior, Minority groups, National attachment, Public goods, Public policy",
author = "A. Grinstein and Udi Nisan",
year = "2009",
month = "3",
doi = "10.1509/jmkg.73.2.105",
language = "English",
volume = "73",
pages = "105--122",
journal = "Journal of Marketing",
issn = "0022-2429",
publisher = "American Marketing Association",
number = "2",

}

Demarketing, minorities, and national attachment. / Grinstein, A.; Nisan, Udi.

In: Journal of Marketing, Vol. 73, No. 2, 03.2009, p. 105-122.

Research output: Contribution to JournalArticleAcademicpeer-review

TY - JOUR

T1 - Demarketing, minorities, and national attachment

AU - Grinstein, A.

AU - Nisan, Udi

PY - 2009/3

Y1 - 2009/3

N2 - This study addresses two important global trends: protection of public goods, specifically the environment, and the emergence of multiethnic societies with influential minority groups. The study tests the effect of a government proenvironmental demarketing campaign on the deconsumption behavior of minority groups and the majority population. It suggests that minority consumers use consumption or deconsumption to manifest their social identity, beliefs, and goals as minorities in relation to the majority and that their motivation to respond positively to a government's demarketing campaign is shaped by their national attachment levels. The study was conducted in Jerusalem, Israel, and involved a large data set (N = 66,272) containing household-level data on actual behavior of consumers. The studied groups involved the majority of non-ultra-Orthodox Jews and three minority groups: Israeli Arabs, ultra-Orthodox Jews, and Jewish Russian immigrants. The findings show that in a proenvironmental context, government demarketing is more effective on the majority group than on any of the three minority groups. In addition, minority groups with lower national attachment levels respond more negatively to the demarketing effort. However, higher education levels lead to a more positive response across the majority and minority groups. A central implication of the findings is related to the benefits derived from demarketing for different consumer groups (majorities versus minorities based on religion, ethnicity, and immigration status). The findings also provide a benchmark for demarketing efforts in an environmental context. Finally, they suggest that policy makers and marketers should consider using demarketing more to complement regulatory and economic tools.

AB - This study addresses two important global trends: protection of public goods, specifically the environment, and the emergence of multiethnic societies with influential minority groups. The study tests the effect of a government proenvironmental demarketing campaign on the deconsumption behavior of minority groups and the majority population. It suggests that minority consumers use consumption or deconsumption to manifest their social identity, beliefs, and goals as minorities in relation to the majority and that their motivation to respond positively to a government's demarketing campaign is shaped by their national attachment levels. The study was conducted in Jerusalem, Israel, and involved a large data set (N = 66,272) containing household-level data on actual behavior of consumers. The studied groups involved the majority of non-ultra-Orthodox Jews and three minority groups: Israeli Arabs, ultra-Orthodox Jews, and Jewish Russian immigrants. The findings show that in a proenvironmental context, government demarketing is more effective on the majority group than on any of the three minority groups. In addition, minority groups with lower national attachment levels respond more negatively to the demarketing effort. However, higher education levels lead to a more positive response across the majority and minority groups. A central implication of the findings is related to the benefits derived from demarketing for different consumer groups (majorities versus minorities based on religion, ethnicity, and immigration status). The findings also provide a benchmark for demarketing efforts in an environmental context. Finally, they suggest that policy makers and marketers should consider using demarketing more to complement regulatory and economic tools.

KW - Demarketing

KW - Environmental behavior

KW - Minority groups

KW - National attachment

KW - Public goods

KW - Public policy

UR - http://www.scopus.com/inward/record.url?scp=63049128178&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=63049128178&partnerID=8YFLogxK

U2 - 10.1509/jmkg.73.2.105

DO - 10.1509/jmkg.73.2.105

M3 - Article

VL - 73

SP - 105

EP - 122

JO - Journal of Marketing

T2 - Journal of Marketing

JF - Journal of Marketing

SN - 0022-2429

IS - 2

ER -