The Effect of the National Identity of Consumers on Foreign Product Purchase

The aim of this study is investigating the effects of consumer’s identity-related antecedents (national identity) to purchase foreign products. As a mediator diversity of contact affected on purchasing foreign products. This research is seeking mental processes that effectively explain the causes of changes in purchasing foreign products. In this study, the author tries to draw a multilateral concept of national identity, Universal-Diverse Orientation (UDO), and purchasing foreign products. Required Data for this study collected by questionnaire distributed among 158 student of Commercial Management in the State universities of Tehran. The results show purchase foreign products is reduced with a stronger national identity. And Diversity contact and Relativistic Appreciation with b=-.037 and p