A CROSS-CULTURAL STUDY OF CONSUMER ETHNOCENTRISM IN CHINA, SOUTH KOREA, AND THE UNITED STATES

• Published in: American Academy of Advertising. Conference. Proceedings (Online) p. 46
• Main Authors: Tsai, Wanhsiu Sunny, Yoo, Jinnie Jinyoung, Lee, Wei-Na
• Format: Conference Proceeding
• Language: English
• 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

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...