•The forces of globalization impact economies, societies and individual consumers.•A scale gaging consumers’ apprehensions about globalization was validated in two countries.•These apprehensions are ...affected by four orientations relating to cultural ingroups/outgroups.•Antiglobalization sentiments have practical implications for global brand managers.
Many consumers have become disillusioned with globalization and harbor anxieties about its various aspects. Yet there is scant empirical research on the subject, and little effort has been made to define antiglobalization from a consumer perspective. Building on Appadurai’s (1990) theoretical typology of global forces—ethnoscapes, mediascapes, technoscapes, finanscapes, and ideoscapes—we develop a multidimensional scale for operationalizing ‘antiglobalscapes’, specifically, consumers’ trepidations about each of these. We investigate how antiglobalscapes operate within a nomological net of ingroup/outgroup orientations that are used to segment consumer markets: cosmopolitanism, xenocentrism, identification with global consumer culture, and consumer ethnocentrism. Factor analyses revealed six antiglobalscape dimensions, representing apprehensions for five forces, with finanscapes splitting into two. Regressions revealed that the orientations differentially predicted the expression of each antiglobalscape. We provide researchers with a tool to understand consumers’ multifaceted globalization apprehensions, and show that their intensity is a function of the four consumer orientations.
Foreign and domestic product purchase behavior largely depends on consumer predispositions. The dominant construct in international marketing literature explaining such behavior has been consumer ...ethnocentrism, which is conceptually anchored in social identity theory. However, such a perspective overlooks evidence that certain consumers are consistently attracted by the "foreignness" of a product. Drawing from system justification theory, the present investigation conceptualizes and provides an empirical test of the consumer xenocentrism construct that is intended to explain consumer attraction toward foreign products. Using survey data from five complementary studies, the authors develop and validate a new scale (the C-XENSCALE) to measure consumers' xenocentric tendencies and offer extensive evidence on its ability to explain consumer preferences for foreign products. The authors discuss implications of the findings for theory and managerial practice and identify future research directions.
This study examines the effects of consumer ethnocentrism, consumer internationalism, and consumer cosmopolitism on Malaysians' purchasing of electrical and electronic products from China. A ...reconceptualized consumer ethnocentrism measurement scale was used to capture cognitive, affective, and behavioral dimensions that previous studies have ignored. A total of 555 consumers were sampled through online questionnaires distributed on social media and used Partial Least Squares Structural Equation Modelling to test the proposed model. The results show that consumer ethnocentrism has a significant negative effect on Malaysian consumers' willingness to buy Chinese products. In contrast, consumer cosmopolitanism was rejected due to opposing path directions, and consumer internationalism was insignificant. Future research should examine multi-dimensional consumer ethnocentrism in other countries and products, and incorporate alternative measurements for consumer cosmopolitanism. The research recommends that managers consider multi-dimensional consumer ethnocentrism when strategizing to market international products, as it provides more depth than simply relying on consumer cosmopolitanism.
Using categorization theory, this study develops four research questions: (1) does brand name affect new product evaluation? (2) does brand origin interact with the brand name in radically new ...product evaluation in four different country examples (U.S., Mexico, Germany, and Bulgaria)? (3) what is the underlying mechanism of the brand origin effect on new product evaluation? and (4) does individual difference matter in the perceived value of the products?
The results demonstrate that when the brand origin is U.S., the U.S. brand name leads to a higher perceived value of the brand than the Mexican brand. If the brand origin is Mexico, the brand name effect is attenuated. In Germany and Bulgaria condition, when the brand origin is Bulgaria, a German brand name is better evaluated than a Bulgarian brand name. But the brand name effect is mitigated in Germany condition.
The objective of this study was to examine the actors and the activities of the actors influencing consumer ethnocentrism in the consumption of domestic foodstuffs in Serbia. To do this, the items of ...the modified Consumer Ethnocentric Tendencies Scale were used as the framework for the focus-group interview. The two basic questions were 1) who (which actors) and 2) what (which activities) should actors take in order to encourage consumer ethnocentrism. The findings have interesting implications for actors with respect to marketing activities. The results show that governments, schools, producers, retailers, the media and consumers need to promote ethnocentrism in Serbia. There are two basic conclusions with the recommendations for actors activities in order to encourage ethnocentrism: first, consumer behavior influencing the profit of companies and the gross domestic product of Serbia and second, all other actors can influence the consumer awareness of the importance of ethnocentric behavior in consumption.
Globalization has added new dimensions to consumers’ decision-making. Consumer Ethnocentrism is among the critical variables affecting consumers’ decisions to purchase foreign products. Consumer ...Ethnocentrism research has gained momentum in the last few decades, and a copious amount of literature is available on this subject. This article presents an overview of Consumer Ethnocentrism literature and a compressive review of research work on the relationship between “Consumer Ethnocentrism” and “Product Evaluation” with critical insights from previous literature findings. There is a fractured opinion on the subject of whether Consumer Ethnocentrism leads to a lower quality evaluation of foreign products or whether consumer preference for the domestic product is purely out of a feeling that it is unfair to buy a foreign product. We also provided future research directions using TMC (Theory, Methodology, and Context) framework in line with earlier studies.
This study employs a two-group pretest–posttest experimental design to investigate to what extent promotional materials affect the image perceptions, attitudes, and behavioral intentions of potential ...tourists toward a country-vacation destination in a situation of political and economic conflict between the two nations. Specifically, the study focuses on such psychographic characteristics of tourists as animosity toward the destination country, national attachment to their own country, and consumer ethnocentrism to investigate whether these traits can inhibit the effectiveness of the promotional materials. The findings of the study indicate that intermediate effects of destination advertising include changes in perceptions of country values and overall attitudes. The results also suggest that the amount of change depends on the individual’s level of psychographic variables, most notably animosity.
The study deals with the socio-psychological factors influencing the purchasing behavior of Kazakhstani consumers related to domestic services, products and services and foreign products from the ...countries of the Eurasian Economic Union (EAEU). The scope of the study covered three markets, namely, Kazakhstan, Russia and Belorussia, and the main research objectives were both to identify the level of receptivity of Kazakhstani consumers to domestic and foreign products and services and to measure the impact of this receptivity on their purchasing preferences. The results of the study showed that Kazakhstani consumers showed a relatively high level of ethnocentrism, animosity and conservatism toward products and services manufactured in Russia and Belorussia. The image of the country of origin of products and services manufactured in Russia and Belorussia in general created positive associations among Kazakhstani customers about products and services from these countries.
Consumers' local bias is an important determinant of domestic product purchase behavior. Because of its importance, authors across various disciplines have investigated this phenomenon using the ...consumer ethnocentrism model. However, the research reported herein demonstrates that such an approach provides an incomplete picture at best. This research provides an initial test of the consumer disidentification (CDI) construct. In contrast with consumer ethnocentrism, the CDI model predicts that consumers' repulsion toward their domestic country negatively affects the purchase of products made in their domestic country or by domestic firms. The model is tested using survey data from 1534 second-generation immigrants who were born in and live in the Netherlands. Structural equation modeling supports the model and shows that CDI has a significant impact on buying decisions beyond the effect of consumer ethnocentrism. The results further show that for second-generation Turkish immigrants, acculturation and ethnic identification are important predictors of both consumer ethnocentrism and CDI. The article discusses the implications of these findings for research and practice. PUBLICATION ABSTRACT
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