Made In The USA Influences Buyers

A recent Harris Poll survey finds that there is a sense of national pride when advertising emphasizes a product is "Made in America," and it seems to have results. 61% of Americans say they are more likely to purchase something when the ad touts it is "Made in America" and only 3% say they are less likely to buy it. 35% of U.S. adults say they are neither more nor less likely to purchase a product when an ad emphasizes it is "Made in America."

Age plays a role with how likely someone is to buy American; the older one is, the more likely they are to do so. Three-quarters of U.S. adults 55 and over say an ad emphasizing a product is "Made in America" would make them more likely to buy that product as would two-thirds of those 45-54 and three in five of those 35-44. This number drops considerably for the youngest Americans, with just 44% of those ages 18-34 saying an ad emphasizing a product is "Made in America" would make them more likely to purchase it while over half say it would make them neither more nor less likely to do so.

Made In America (% of All US Adults... "When you see an ad emphasizing that a product is "Made in America," are you...")

Likely to Buy

Total 2009

Total 2010

Age (% of Group)

18-34

35-44

45-54

55+

More likely to buy it (net)

59%

61%

44%

61%

66%

75%

Much more likely to buy it

28

26

15

20

29

39

Somewhat more likely to buy it

31

35

29

42

37

37

Neither more nor less likely to buy it

37

35

52

37

30

22

Less likely to buy it (net)

3

3

4

1

4

3

Somewhat less likely to buy it

2

1

2

1

1

1

Much less likely to buy it

2

2

2

1

3

2

Source: Harris Interactive (July 2010), October 2010

There is also a regional difference. Two-thirds of Midwesterners say they are more likely to purchase a product when an ad emphasizes it is "Made in America". This drops to six in ten Southerners and Easterners and just over half of Westerners who say the same.

MADE IN AMERICA (Regional Response)"When you see an ad emphasizing that a product is "Made in America," are you..."

  

Region (% of Group)

Likely to By

East

Midwest

South

West

More Likely To Buy It (Net)

60%

67%

61%

57%

  Much more likely to buy it

22

32

25

26

  Somewhat more likely to buy it

38

35

35

32

  Neither more nor less likely to buy it

36

31

36

38

Less Likely To Buy It (Net)

3

2

4

5

  Somewhat less likely to buy it

2

1

2

1

  Much less likely to buy it

2

1

2

3

Source: Harris Interactive (July 2010), October 2010

Concluding, the report writer opines that advertisers are always looking for a potent, feel-good message to help sell their products. National pride is something that can always work with Americans who are proud of the products made at home. At the moment, car manufacturers are probably utilizing this tactic best, especially as they try to dig themselves out of the problems of the past few years.

From more information from Harris Interactive, please visit here.

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