A growing body of research argues that external threats from the international system strengthen ethnocentrism and authoritarianism, personal values anchored in national identity. We evaluate a necessary implication of this argument, that these shifting values drive change in broader social behaviors. Our focus is revealed value change in a non-political setting: American consumers’ choice of supermarket brands that symbolize national identity. Our empirical analyses leverage US counties’ quasi-random exposure to US Iraq War casualties to identify the effects of local casualties on the weekly market share growth of “American” supermarket brands. We analyze weekly supermarket scanner data for a representative sample of over 1,100 US supermarkets and 8,000 brands. During 2003-2006, the weekly market share of American brands grew relative to non-American brands in casualty-exposed supermarkets. Variation in share growth across customer demographics is consistent with reactions to external threat. We rule out alternative mechanisms including partisan cues, other product characteristics, and animosity towards other countries. These findings strengthen IR’s theoretical microfoundations by showing that international politics can reshape values enough to change broader social behaviors.

中文翻译：

---

过道战争 5：伤亡、民族认同和消费者行为

越来越多的研究认为，来自国际体系的外部威胁会强化民族中心主义和威权主义，以及植根于国家认同的个人价值观。我们评估了这一论点的必然含义，即这些不断变化的价值观推动了更广泛的社会行为的变化。我们的焦点是在非政治背景下揭示的价值变化：美国消费者对象征民族身份的超市品牌的选择。我们的实证分析利用美国各县对美国伊拉克战争伤亡人员的准随机暴露来确定当地伤亡人员对“美国”超市品牌每周市场份额增长的影响。我们每周分析 1,100 多家美国超市和 8,000 个品牌的代表性样本的超市扫描仪数据。2003年至2006年间，在伤亡事故频发的超市中，美国品牌的每周市场份额相对于非美国品牌有所增长。不同客户群体的份额增长变化与对外部威胁的反应一致。我们排除了替代机制，包括党派暗示、其他产品特征以及对其他国家的敌意。这些发现表明国际政治可以重塑价值观，足以改变更广泛的社会行为，从而强化了国际关系学的理论微观基础。