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

Wan Hsiu (Sunny) Tsai, Wei Na Lee, Young A. Song

Research output: Contribution to journalArticle

16 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)80-93
Number of pages14
JournalJournal of International Consumer Marketing
Issue number2
StatePublished - May 31 2013


  • Consumer ethnocentrism
  • Internationalism
  • Nationalism
  • Patriotism

ASJC Scopus subject areas

  • Management Information Systems
  • Marketing

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