For Love of Country? Consumer Ethnocentrism in China, South Korea, and the United States

Wanhsiu Sunny Tsai, Jinnie Jinyoung Yoo, Wei Na Lee

Research output: Contribution to journalArticle

22 Scopus citations

Abstract

This cross-cultural comparison 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 dependent. Three countries with dissimilar cultural orientation and economic status-China, South Korea, and the United States-were examined. American consumers were found to be more ethnocentric than Chinese and South Korean consumers. 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 countries of origin.

Original languageEnglish (US)
Pages (from-to)98-114
Number of pages17
JournalJournal of Global Marketing
Volume26
Issue number2
DOIs
StatePublished - Apr 1 2013

Keywords

  • Consumer ethnocentrism
  • country of origin
  • cross-cultural comparison

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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