A Cross-Cultural study of consumer ethnocentrism between China and the U.S

As consumers' ethnocentric tendencies heighten in intensity when a country is threatened, this cross-cultural comparison study aims to understand howthe recent global financial crisis may have influenced the phenomenon of consumer ethnocentrism (CE). This study compares the levels of CE in the U.S. and China and examines patriotism, nationalism, internationalism, and demographic factors as antecedents of CE in order to understand how consumers' ethnocentric tendencies vary across cultures. Results indicate that American consumers are more ethnocentric than Chinese consumers, while nationalism has the strongest impact on CE in both countries.