A CROSS-CULTURAL STUDY OF CONSUMER ETHNOCENTRISM IN CHINA, SOUTH KOREA, AND THE UNITED STATES
This study aims to understand whether the influence of consumer ethnocentrism (CE) on consumer preference for domestic versus foreign products is product category and country of origin (COO) dependent. Three countries with dissimilar cultural orientation and economic status -- China, South Korea, an...
Saved in:
Published in | American Academy of Advertising. Conference. Proceedings (Online) p. 46 |
---|---|
Main Authors | , , |
Format | Conference Proceeding |
Language | English |
Published |
Lubbock
American Academy of Advertising
01.01.2013
|
Subjects | |
Online Access | Get full text |
Cover
Loading…
Summary: | This study aims to understand whether the influence of consumer ethnocentrism (CE) on consumer preference for domestic versus foreign products is product category and country of origin (COO) dependent. Three countries with dissimilar cultural orientation and economic status -- China, South Korea, and the United States -- were examined. CE was found to significantly and positively predict American and Korean consumers' preference for domestic products across product categories, while Chinese consumers' CE did not translate into their preference for Chinese products. In addition, the relationship between CE and purchase preference varied across product categories as well as COOs. [PUBLICATION ABSTRACT] |
---|---|
ISSN: | 0883-2404 |