Consumer Ethnocentrism: An Exploratory Study of Influencing Factors

Abstract

Influencing factors that have emerged onto the forefront of international market research include consumer ethnocentrism (CE) and country of origin (COO), and to a lesser extent, consumer world-mindedness (CW), consumer patriotism (CP), and level of conservatism exhibited by consumers (CC). These factors and their determinants become important to marketers who are always trying to uncover the nature and extent of the influences in order to devise appropriate marketing and advertising plans. Keeping in mind this task of marketers, the study presented here examines the relationships between CW, CP, CC and CE, and in turn, outlines how this might impact COO evaluations and subsequent purchase behaviors.