Culture-Based Rejection of Taboo-Infringing Imports

Brice William D. (), Chu Edward () and Brice Anastasiya ()
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Brice William D.: Department of Management and Marketing, California State University Dominguez Hills, Carson, CA, United States of America
Chu Edward: Department of Information Systems and Operations, Management, California State University Dominguez Hills, Carson, CA, United States of America
Brice Anastasiya: Santa Barbara City College, Santa Barbara, CA, United States of America

International Journal of Management and Economics, 2017, vol. 53, issue 3, 67-81

Abstract: This empirical study analyzes the cultural basis of the United States market response to imported Spanish products that seem to violate strongly-held cultural taboos. Survey responses were obtained from students in two contrasting majors, Art and Business, in two distinct cities and universities, i.e. Little Rock at the University of Arkansas, and Dominguez Hills at California State University. The study focused on a baby doll marketed to piggy-back on the new movement towards breastfeeding babies. Although accepted in its original European market, the United States media reports strong moral objections to this product among U. S. citizens. The toy was overwhelmingly rejected in some, but not all, population sub-groups. This study attempts to discern the cultural basis for product rejection by comparing responses between regions, college majors, genders and gender/major combinations. Differences in acceptance between groups are correlated with specific cultural constructs.

Keywords: culture-based; import rejection; taboo; taboo-infringing; international marketing; Spain; USA; culture dimensions; gender; International Journal of Globalization and Small Business (search for similar items in EconPapers)
JEL-codes: F18 F19 M30 M31 M39 Y9 Z10 Z13 Z19 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:ijomae:v:53:y:2017:i:3:p:67-81:n:5

DOI: 10.1515/ijme-2017-0019

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