A Framework on the Impact of Protectionist Discourse on Cross-Border Consumption: Is Trump to be Blamed? An Abstract

This paper proposes an integrative conceptual framework to analyze the role and impact of protectionist rhetorical discourse as well as social identification variables on buying patterns of domestic and foreign products on both countries (Mexico and USA). The framework draws on three well-established theories: attribution theory (variables: protectionist rhetorical discourse influences domestic/foreign product judgments), social identity theory (country of origin, consumer ethnocentrism, and cosmopolitanism influence domestic/foreign product judgments), and theory of reasoned action (product judgments influence willingness to buy domestic/foreign products). First, attribution theory allows the individual to find explanations for unsatisfactory or negative outcomes: We normally ask “Why the flight got delayed?”, but we seldom ask “Why the flight arrived on time?”. Second, social identification theory maintains that individuals develop a sense of belonging to different social groups. Third, theory of reasoned action maintains that individuals develop favorable or unfavorable intentions to behave in specific manners based on polar attitudes. Prospects to test the conceptual model and managerial implications are discussed.