What determines the attitude of citizens toward international trade in advanced industrialized nations? The question raises an intriguing paradox for low-income citizens in developed economies. Increasing imports pose the most severe threat to job security for low-income citizens, who, on the other hand, reap the greatest benefits from cheaper imports as consumers. This article considers the role of dual identities that citizens have as both income-earners and consumers, and investigates how attitudes toward trade differ depending on which aspect of respondents' lives-that is, work versus consumption-is activated. The results of an originally designed survey experiment conducted in Japan during the recession suggest that the activation of a consumer perspective is associated with much higher support for free trade. In particular, those respondents who have lower levels of job security are the ones who, with consumer-priming, increase their support for foreign imports.