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Apr 24 2009, 12:17 pm

Jackie Chan and Patriotic Consumption

Do other countries share our "Buy American" instincts to rally around local products? So asks Catherine Rampell, of the NYT Economix blog, and it seems to me the answer should be 'Yes' for at least two reasons.

For one thing, national products are often tailored specifically for its country's tastes and the zeitgeist. Take cars, for example. During the days of cheap gas and war fever in the states, GM knew exactly what we wanted: Hummers! Because if America's mothers didn't drive three-row SUVs that could have taken down a World War I tank and allow for installable gaming device and have sick Bose audio, the terrorists would win, or something. Meanwhile, Japan and Korea must have been looking at us like we were nuts and their smaller energy supply encouraged a smaller fleet of cars which now seems like a pretty good idea. Meanwhile Germany's autobahn-tested vehicles are consistently world-class, and the SmartCar has a mostly Europe consumer base because the product makes sense for the serpentine crannies of the continents narrow streets. To be sure, if all Germans had to buy Toyota and all Americans had to buy Voltzwagen, we'd all be fine. But national products are tailored to suit national proclivities. So we're somewhat destined to root for them.

Second, as Rampell explains elegantly, there's plain old national pride. It doesn't do wonders for your country's ego to brag about your inferior products. Jackie Chan came under quite a bit of heat recently when he said, ""If I need to buy a TV, I'll definitely buy a Japanese TV. A Chinese TV might explode." Unpatriotic movie stars, it would seem, are made everywhere.

But of course, we make ours better.

Comments (2)

I don't appreciate being included in a journalistic "our". We're a country of individuals, some of whom buy Hummers but most of whom wouldn't be caught dead in one. It would be gratifying if journalists would return to reporting the news and stop presuming to be chums with the readers.

Just keep in mind that 'localised' products are not always a result of a company's better understanding of the local market (demand), but sometimes are 'forced' upon firms due to constraints in their environment (legal, technological, environmental or otherwise).
In such cases, a 'localisation' may very well lead to an inferior product compared to foreign competitors' offers (which is a different scenario of 'locally adapted products' than you describe here). This is where real 'Economic Patriotism' comes in... Buying a product not (solely) on the basis of its comparative qualities but on the basis that it was manufacutred "chez nous".

Is this economic patriotism something the American people can be acused of?

I don't know.

All I can say is that, at least here in France, we really enjoy our Freedom Fries...

;-)


HL

P.S.: just a quick note on the German carmaker VW. The correct spelling of the brand is "Volkswagen" which basically means "Car of the people" ('Volk' being the German word for '(a) people').