1 / 13

Consumer Ethnocentrism: an Integrative Review of its Antecedents and Consequences

Consumer Ethnocentrism: an Integrative Review of its Antecedents and Consequences IBA 8010 Seminar in IB Presented by Shu-Jen Chen. Introduction. Introduction (Con’t). 1.Ethnocentrism & CET (Shimp and Sharma, 1987). The Rest of the Paper. 2.Environment & Demographic Antecedents of CET.

marnie
Download Presentation

Consumer Ethnocentrism: an Integrative Review of its Antecedents and Consequences

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Consumer Ethnocentrism: an Integrative Review of its Antecedents and Consequences IBA 8010 Seminar in IB Presented by Shu-Jen Chen February 11, 2008

  2. Introduction

  3. Introduction (Con’t) 1.Ethnocentrism & CET (Shimp and Sharma, 1987) The Rest of the Paper 2.Environment & Demographic Antecedents of CET 3.Relationship b/w CET & its Consequences:Relevant Moderating & Mediating Variables 4. Concluding Comments

  4. Ethnocentrism & CET • COO image: Country of origin Q: IS a US consumer positive to buy French wine? A: Nationalistic reasons • CET is more a “general tendency” to avoid buying foreign products.

  5. Socio-Psychological Antecedents & CET Socio-psychological Antecedents CET • Cultural Openness • World Mindedness (－) • Patriotism (＋) • Conservatism (＋) • Collectivism • Animosity (＋) • Materialism (＋) • List of Values: External (＋) • Internal (－) • Salience (＋) • Dogmatism (＋) (－) Consumer Ethnocentrism (＋)

  6. Economic Antecedents & CET CET Economic Antecedents • Capitalism (－) • Stage of Economic Develop. • Improving National Econ. (－) • Improving Personal Fin. • Ex: 1.Poland & Russia • (Good & Huddleston, 1995) • 2.US (Klein & Ettenson, 1999) Consumer Ethnocentrism (－)

  7. PoliticalAntecedents & CET CET Political Antecedents • Propaganda (＋) • History Oppression • Outgroup Size, Proximity (＋) • Leader Manipulation (＋) • Ex:Higher CET scores in Poland • compared to Russia with history • oppression • (Good & Huddleston, 1995) Consumer Ethnocentrism (＋)

  8. DemographicAntecedents & CET CET Demographic Antecedents • Age • Gender (Women Higher) • Income • Education (－) • Race (N/A ) • Social Class (－) • Opportunity of Segmenting • consumers to foreign products Consumer Ethnocentrism (＋) (－)

  9. CET, Mediators, Moderators & Outcomes Outcomes Mediators CET Consumer Ethnocentrism • Perceived Equity (－) • Empathy (＋) • Perceived Cost (－) • Responsibility (＋) • COO (－) • Product Evaluation (－) • Attitude Toward • Foreign Product • (－) • Purchase • Intention (－) • Support for • Foreign Product • (－) • Perceived Product Necessity (－) • Perceived Economic Threat (＋) • Cultural Similarity (＋) Moderators

  10. AnIntegrated Graphic Framework of Antecedents & Consequences of CET Socio-psychological Antecedents Mediators Outcomes Economic Antecedents • Cultural Openness (－) • World Mindedness (－) • Patriotism (＋) • Conservatism (＋) • Collectivism (＋) • Animosity (＋) • Materialism (＋) • List of Values: External (＋) Internal (－) • Salience (＋) • Dogmatism (＋) CET • Perceived Equity (－) • Empathy (＋) • Perceived Cost (－) • Responsibility (＋) • COO (－) • Product Evaluation (－) • Attitude Toward • Foreign Product • (－) • Purchase • Intention (－) • Support for • Foreign Product • (－) Consumer Ethnocentr. • Capitalism (－) • Stage of Economic Develop. • Improving National Econ. • (－) • Improving Personal Fin. • (－) Demographic Antecedents Political Antecedents Moderators • Age (＋) • Gender (Women Higher) • Income (－) • Education (－) • Race (N/A) • Social Class (－) • Perceived Product Necessity (－) • Perceived Economic Threat (＋) • Cultural Similarity (＋) • Propaganda (＋) • History Oppression (＋) • Outgroup Size, Proximity (＋) • Leader Manipulation (＋)

  11. Conclusion • A dearth of studies to measure CET in services • Cost of effectiveness of JV and FDI as approaches to overcome ethnocentrism in government purchase policy “buy local” • Taking advantage of prevalent ethnocentric tendencies by promoting the “native” image in domestic markets

  12. Suggestion • Further research to measure CET in services (Intangible Products) • Besides JV and FDI, alliance or acquisitionare also good strategies to break through ethnocentrism in government procurement • Domestic enterprises can emphasize “native” image to promote products in domestic markets

  13. ?

More Related