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...

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Bibliographic Details
Published inAmerican Academy of Advertising. Conference. Proceedings (Online) p. 46
Main Authors Tsai, Wanhsiu Sunny, Yoo, Jinnie Jinyoung, Lee, Wei-Na
Format Conference Proceeding
LanguageEnglish
Published Lubbock American Academy of Advertising 01.01.2013
Subjects
Consumer behavior
Consumers
Ethnocentrism
Influence
Rule of origin
Studies
South Korea
United States > US
China
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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