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Consumer ethnocentrism: A test of antecedents and moderators

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Abstract

This article identifies theoretical antecedents of consumer ethnocentricity and the effect ethnocentricity has on evaluations toward importing products. Hypotheses pertaining to the relationship between the identified antecedents and consumer ethnocentricity are developed based on an extensive review of the ethnocentrism and country-of-origin literatures. Also identified are factors moderating the effect of ethnocentric tendencies on consumers’ attitudes toward importing products. The hypotheses are subjected to an empirical test using data collected in Korea.

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Authors and Affiliations

  1. the University of South Carolina, USA

    Subhash Sharma (professor of marketing and Distinguished Foundation Fellow) & Terence A. Shimp (professor of marketing and Distinguished Foundation Fellow)

  2. Chunnam National University, Korea

    Jeongshin Shin (lecturer of marketing)

Authors
  1. Subhash Sharma
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  2. Terence A. Shimp
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  3. Jeongshin Shin
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Additional information

He has published inJournal of Marketing, Journal of Marketing Research, Marketing Science, Management Science, and elsewhere.

He has published inJournal of Consumer Research, Journal of Marketing Research, Journal of Marketing, and elsewhere.

He received his Ph.D. in marketing from the University of South Carolina.

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Sharma, S., Shimp, T.A. & Shin, J. Consumer ethnocentrism: A test of antecedents and moderators. JAMS 23, 26–37 (1995). https://doi.org/10.1007/BF02894609

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