Understanding the role of ethnicity is key for marketers in multicultural nations such as the USA. Many ethnic groups retain a great deal of collective memories and experiences based on events in the past. Some of these experiences were stress‐inducing, if not horrific. This paper aims to look at the buying process of US Jewish consumers in relation to the purchase of German products, more specifically automobiles. Going beyond animosity, this research seeks to look at the variables of acculturation and closeness to the Holocaust as possible factors in the purchase decision.
The paper utilizes survey data obtained from over 400 respondents with analysis performed using regression, chi‐squared analysis, ANOVA and MANOVA.
The study shows that non‐Jewish Americans are more likely to purchase German automobiles than Jewish Americans. Acculturation and familial closeness to the Holocaust play a role in the purchase decision among Jewish Americans, while income does not.
The paper helps firms plan marketing strategy where they may have a history involved in war or similar actions.
Even though they have significant spending power, very little research has been done on American Jewish consumers. Additionally, as ethnically oriented violence still plagues the world, understanding the role distressing events play in the purchases of future generations is of paramount importance for global firms.
