"The following 4 examples seem to align well with the electrical car purchase among some consumers - they are all driven by a cause or strong personal belief," says Tony Gao, Ph.D., a marketing professor and retail expert at Northeastern University’s business school:
(1) buying from locally owned independent stores rather than big box national retailers
(2) buying products made in the USA whenever possible to show patriotism
(3) buying brands other than the most hated one (e.g., Pepsi) when loved brand (Coke) is unavailable
(4) buying anywhere other than from the most hated retailer (such is the case of Wal-Mart for some consumers; and the case of a laid off employee from a retailer refusing to shop in his/her former employer for life).
In all of these cases, there is some consistency between personal values/beliefs and what's represented by the brand (Coke), or product type (electronic cars), firm type (small locally owned firms), or country origin (US products). Strong commitment to the personal beliefs is a must in these purchases and there is also a conviction that somehow, one's own purchase will make a difference. These considerations are psychological in nature in that buying or sometimes not buying the product will make the consumer feel good about him/herself.
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