Revisiting Consumer Ethnocentrism: Review, Reconceptualization, and Empirical Testing
研究重新定义了消费者民族中心主义，提出其包含亲社会性、认知、不安全感、反思性和习惯化五个维度，并在英美两国验证了新测量工具能更好预测消费者偏好本土品牌而非外国品牌。
Prior research has suggested that many consumers prefer domestic to foreign products, even when the quality is lower and the price is higher. Such bias is attributed to consumer ethnocentrism. This study critically examines the current conceptualizations of consumer ethnocentrism and proposes an extension of its conceptual boundaries and measurement. It determines that consumer ethnocentrism is a multidimensional construct that encompasses five dimensions: prosociality, cognition, insecurity, reflexiveness, and habituation. Empirical evidence from the United Kingdom and the United States demonstrates that the extended measurement instrument better predicts consumers’ preferences for local brands at the expense of foreign brands.