Unité de Recherche et des Applications en Marketing

Using TV Drama to affect consumer resistance to foreign products: a conceptual model


In today’s globalized markets, subject to the influence of historical (or ongoing) conflicts between nations and saturated with advertising messages, marketers are looking for alternative communication approaches to reach their target audience abroad. One approach, which has been used in an attempt to overcome such obstacles, is based on the consumption of TV drama. While previous researchers have examined the effectiveness of TV drama consumption from a tourism marketing standpoint, little attention has been paid to consumers’ negative responses to foreign products. Therefore, depending on both the theory of reasoned action (Ajzen & Fishbein, 1980) and the domino theory of attitudinal resistance (Eagly & Chaiken, 1995), this paper aims at developing a conceptual model illustrating the mechanism by which the consumption of TV drama may affect consumers’ intentions to resist foreign products. It is suggested that future research should extend the current model by including the impact of brand image and several moderating variables.