Marketers who face strong competition from imports need to know how to best approach their domestic (home country) market. To suggest elements of strategy for such beleaguered marketers, this study presents a process model that views purchase-related behavior as help for their nation's workers whose jobs are threatened by imports. While previous studies of purchasers' willingness to buy domestic products have seldom investigated the psychological process leading to purchase, this model features both cognition- and emotion-based flows of influence. Structural equation analysis using survey data provides support for the model, showing helping behavior is positively and directly impacted by situational empathy for the workers, felt responsibility to help, and perceived salience of the issue. Helping is also positively and indirectly influenced by perceived similarity with the workers, feeling the workers deserve help, ethnocentrism, patriotism, trait empathy, and education. Implications of these findings for marketers are suggested.