Domestic country bias, country-of-origin effects, and consumer ethnocentrism: A multidimensional unfolding approach

  • George Balabanis
  • Adamantios Diamantopoulos


This study uses a multidimensional unfolding approach to examine the preference patterns of U.K. consumers for domestic products and those originating from specific foreign countries for eight product categories. Results indicate that the observed variability in preferences is linked to consumer ethnocentrism. However, the latter's capability in explaining consumer bias in favor of domestic products is dependent both on the specific country of origin and the particular product category. Implications of the findings are considered and future research directions identified.


country-of-origin effect consumer ethnocentrism consumer preferences international marketing 


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Copyright information

© Academy of Marketing Science 2004

Authors and Affiliations

  • George Balabanis
    • 1
  • Adamantios Diamantopoulos
    • 2
  1. 1.City UniversityUK
  2. 2.Loughborough UniversityUK

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