The impact of a western country of reference (COR): The effect on Jordanian youth consumer

This study sought to empirically test the novel Country-of-Reference (COR)-effect by investigating the impact of Westernization on Jordanian youth’s purchasing behavior. The constructs examined were (Social-Identity) Self-Discrepancy, eWOM, and Herd Behavior in relation to Western COR and subsequently, purchase behavior. The data was collected in two phases; semi-structured in-depth interviews and online surveys. 12 interviews were conducted in total, following the saturation principle. Moreover, 232 questionnaire responses were gathered, through convenience sampling and snowballing techniques. The study substantiated the existence of strong links between (social identity) self-discrepancy, eWOM, herding behavior, and Western COR. In addition, proved Western COR’s mediating role between the variables and purchase behavior. Conclusively, all the proposed hypotheses were corroborated qualitatively and quantitatively. Researchers looking to further study the COR-effect should consider possible time, budget, and language restraints. As well as extend the literature to varying age groups and geographical areas. Moreover, it might be interesting to explore the COR concept in diverse industries and through a comparative research approach. This research paper analyzed a new notion of understanding consumer behavior. More specifically, it is the first to assess the role Westernization plays in Jordanian youth consumers’ consumption behaviors. Further, the findings presented in this study can aid businesses and boost the economy, through encouraging “shop local” communication strategies.