Consumer ethnocentricity

Section:
Ethnocentricity has substantial implications for consumer attitude formation towards foreign products/brands, their
purchase intentions and choice between domestic versus foreignmade products. Shimp and Sharma
(1987) conceptualized consumer ethnocentrism as an individual's tendency to view domestically manufactured
products as superior, and the belief that it is unpatriotic to buy foreignmade products due to adverse effects such
behavior may have on the domestic economy and employment. Consumer ethnocentric attitudes can be rated on a
continuum from highly ethnocentric to nonethnocentric, whereby a consumer at the high end of the spectrum
believes that purchasing foreignmade products is morally wrong. In contrast, highly nonethnocentric consumers
may judge foreign products based on their attributes and/or view them as better because they are not produced in
their own country (Durvasula et al., 1997; Vida and Fairhurst, 1999).
One of the most comprehensive models aimed at understanding the phenomenon remains the model developed
by Sharma et al.(1995). They proposed a number of antecedent and outcome factors, trying to explain why and under
what conditions consumer ethnocentrism evolves. For example, common antecedents to ethnocentrism include
consumer demographics, openness to foreign cultures, patriotism, collectivismindividualism and conservatism.
Empirical studies show that level of product involvement, perceived product necessity and the extent to which
foreignmade products represent a perceived threat to the consumer's personal or economic welfare are important
determinants of the intensity of one's ethnocentrism (Herche, 1994; Kaynak and Cavusgil, 1983). Moreover, the
strength and significance of the ethnocentrism effect is contingent on consumer perception of the country of origin of
specific goods examined (Herche, 1994; Durvasula et al., 1997).
A dearth of empirical evidence exists linking the phenomenon of ethnocentricity to the formation of attitudes toward
foreign advertising, and specifically towards foreign brands. Moon (1996) developed one of the few models that
expressly states that ethnocentricity will have a direct and differential impact on Ab and Aad. Using logic from Killough
(1978), he was the first to suggest a linkage between the constructs in an international context. In fact, he argues that
ethnocentric attitudes will affect Ab more than Aad. While lacking empirical conclusions, the model he presents is
compelling.
Ethnocentricity in transitional economies
Section:
Balabanis et al. (2001) examined ethnocentrism in a crosscultural context by comparing Turkish and Czech
consumers. They found countryspecific consumer ethnocentric tendencies in the two countries. In another cross
cultural study in Central Europe, Vida and Fairhurst (1999) reported significant differences in consumer
ethnocentrism across the four countries investigated. In studying antecedents of consumer ethnocentrism, they
established a positive relationship between consumer familiarity with and knowledge of international brands and their
ethnocentric attitudes across the four countries.
A consumer's knowledge about a product's origin has been shown to have a significant effect on subsequent product
evaluations (e.g. Peterson and Jolibert, 1995; Bilkey and Nes, 1982; Parameswaran and Pisharodi, 1994; Piron,
2000). However, the manner in which a customer views this origin is less studied. Of the few empirical
examinations, Kucukemiroglu (1999) found that nonethnocentric consumers tended to have significantly more
favorable beliefs, attitudes and intentions regarding imported products than did ethnocentric consumers. Purchasing
behavior and demand for specific brands mirrored that of Western customers.
The interaction between information processing and ethnocentricity was addressed by Supphellen and Rittenburg
(2001). Their study of Polish consumers showed that high ethnocentric consumers, when viewing an ad for a foreign
product, would react to the product's foreign origin with a negative evaluation, regardless of the product's quality.
They lacked the motivation to process the advertisement but instead directly transferred the negative affect about
foreign goods to the specific brand in the ad. Low ethnocentric consumers, on the other hand, are motivated to learn
about foreign brands and were more likely to evaluate the ads carefully. Supphellen and Gronhaug (2003) add to this
by suggesting that, if consumers from developing countries are exposed to ads from developed countries, the exact
opposite information processing may result. Then, low ethnocentric consumers would be expected to have positive
stereotypes of developed country products. This would result in positive affect transfer without evaluating the merits
of the product through careful processing of the ad claims.
Based on the literature, no definitive conclusion has been reached as to whether ethnocentricity will affect formation
of Ab more prominently directly, as suggested by Moon (1996), or indirectly, as suggested by the dual mediation
hypothesis of Mackenzie et al.(1986). Furthermore, the moderating effect of level of economic development on
ethnocentricity has not been explored. Therefore, we will address those questions in this study.

Hypothesis development
Sectionn:
ethnocentric consumer is predisposed to believe that purchasing foreign products is inappropriate or morally
wrong. Moon (1996)has suggested in his model that this ethnocentricity will have a direct effect on the formation of
Aad. However, he offers no empirical evidence to support his model. Based on his arguments that ethnocentric
consumers will reject foreign brands, the logical extension would be that these consumers would reject foreign ads as
well. Therefore:H1. Ethnocentricity will elicit negative Aad for foreign products. Advertising was not abundant under
command economies. In fact, the notion of advertising through mass media (other than propaganda) was largely
foreign to those in the sphere of influence of the Soviet Union, as well as most other Communist countries. Indeed,
advertising was dismissed as a capitalist tool to encourage unnecessary spending. New advertisements in these
countries were met with skepticism and novelty when they first started running. In newly transitioned economies, one
would expect a steep learning curve on the use and value of advertisements. Consumer predispositions would be to
embrace their ethnocentric attitudes toward foreign ads and not process them. The ads are foreign, therefore they are
of no interest and the consumer will be inclined to reject them. However, as consumers are more able to afford
foreign brands and, through increasing exposure to foreign ads, become more efficient at processing such stimuli, we
would expect preexisting dispositions to have less effect. Realizing the value of a foreign product, whether for
prestige (Supphellen and Gronhaug, 2003) or other reasons, the consumer is expected to be more inclined to
process the ad and evaluate it on its own merits rather than allowing ethnocentricity and its resulting negative affect
to determine the response to the ad. Thus:H2. The effect of ethnocentrism on attitude toward the advertisement will
be stronger in newly transitioning economies than in more developed ones. Supphellen and Gronhaug
(2003) suggest that, in transitional economies, low ethnocentric consumers may have positive stereotypes of foreign
brands and show affect transfer from the ad directly to the brand. High ethnocentric viewers tend to reject brands
merely because they are foreign and are not motivated to process ad information. In addition, Moon (1996) suggests
that ethnocentricity will affect attitude toward a foreign brand, predicting a strong, direct effect for ethnocentricity on
Ab formation. Therefore we expect the following:H3. Ethnocentricity will elicit negative Ab for foreign products. There
is no reason to believe that ethnocentrism will have a uniform effect on Ab across all levels of development. While
there is a lack of literature to directly support the proposition, we believe that a differential impact of ethnocentrism on
brand attitudes will appear between transitioning economies at different stages of development. Changes in demand
and attitudes have been shown to adapt to the changing level of economic development in transitional economies
(Cui and Liu, 2001; Chandy et al., 2001; Supphellen and Gronhaug, 2003). It appears logical that initially changing
from a command or centralized economy to a free market economy will cause a shift that may be met with inertia
(Johansson, 2003). New products and brands, especially from more efficient foreign competitors, may cause job loss
and general social upheaval. Although many of these products meet with success because of their higher quality,
social status or uniqueness, we propose that during the initial stages of transition, brands will face a greater
transference of ethnocentrism to their brand attitudes. As a country's wealth grows and consumers become more
familiar with and more knowledgeable about foreign brands, their ethnocentric behavior subsides (Vida and Fairhurst,
1999).
Cui and Liu (2001) have demonstrated withincountry empirical support for this proposal. Their results for China show
four distinct consumer segments, each with significantly different purchasing behavior for foreign goods. The results
showed an increasing acceptance of foreign brands concomitant with rising income. Because a positive attitude
toward a brand is generally needed before purchase behavior occurs, it is assumed that purchase of a foreign brand
implies positive Ab. Thus:H4. The effect of ethnocentrism on brand attitudes will be stronger in newly transitioning
economies than in more developed transitioning economies.
http://www.emeraldinsight.com/doi/full/10.1108/03090560510601743

Ethnocentrisms can cause individuals to become very close-minded about others whose culture differs
from their own. Ethnocentrism causes the individual to disregard the fact that there are many was to see
the world. It creates a nave reality that can greatly inhibit a persons ability to fully experience and enjoy
other cultures.
One way to really enjoy others culture is through observing their cultural behavior and artifacts. Cultural
behavior includes traditions and rituals. For example: bowing in China, kissing on the cheeks to greet
friends in France, and casual handshakes in the U.S. Cultural artifacts are the material aspects of that
culture. This includes architecture, decorative arts (masks, paintings, writing, sayings, etc..)

Cultural behavior and cultural artifacts act as a peephole into other peoples cultures. When one
studies informants, a term that anthropologists use to describe the people they observe in order to
acquire cultural knowledge, one slowly gains understanding of that culture. The more you study, the more
you begin to see things as those around you.
https://aculturalcollision.wordpress.com/tag/ethnocentrism/

Ethnocentrism is generally seen as a bad thing because it leads to prejudice and

hatred of other groups. Ethnocentrism is the belief that our own ethnic group is
different from, and in some way superior to, other ethnic groups. This can lead us
to actively despise other groups and, at times, to try to harm them. Thus, we can
say that ethnocentrism led to such atrocities as the Holocaust or, on a lower level,
to things like apartheid in South Africa or slavery in the United States.
http://www.enotes.com/homework-help/what-ethnocentrism-how-can-have-bothpositive-440553

The aspect of ethnocentrism was brought about by William Graham. Ethnocentrism

occurs in a circle where a group or a circle of individuals live together and believe
that such a group is everything to them. This is because such a group shares the
same beliefs, norms and activities. Ethnocentrism is one of the main reasons why
division exists among member of different ethnicities, religious groups and races.
The group members of an ethnocentric group believe that their group is superior or
better in a number on ways compared to others around it.
Although many people cannot identify ethnocentric group in the current world, such
groups still exist both at political and social levels. Members of an ethnocentric
group believe that they are culturally particular and those outside their group may
not comprehend their way of life. In the contemporary world, ethnocentric groups
have greatly reduced. However, some of the remaining ones include elements such
as stereotyping against other people; such a group may only hire personnel from
within their circle ,it may disregard other religious practices, college groupings
origination from a particular destination and a tribe that has disintegrated from the
main society.
Apart from the advantages that ethnocentric groups experience, they are bound to
have negative consequences. For example there will be no diversity within the
group thus missing on innovation and positive change that it comes with. This will
render such a group outdated and out of touch with reality. Another disadvantage is
that the group may wrongly evaluate the other people outside the group and miss
out on the positive aspects that may be of benefit to them. Such a group is likely to
prejudice and oppress other groups and cultures different from theirs.

In conclusion a highly ethnocentric group may be extinct and overtaken by events.

For example a religious group may be using outdated practices such as use of non
convectional methods of treatment. Although ethnocentrism still exists in the
society, it should not be practiced on the extreme sides but find away of balancing
their belief with those of other groups around them.
http://hubpages.com/politics/Advantages-and-disavantages-of-ethnocentrism

Negative Effect of Ethnocentrism

1) It create tight boundaries among various social groups. The-intergroup
relations are hampered due to prejudice against another. The process of
social relations among various groups gets slower.
2) The prejudice created by it creates conflict and tension among many groups.
The social forces of cooperation face problems in the operation.
3) It limits an individual in a small social group to which he belongs. He remains
within the limits of that group and is not influenced by the general social
changes happening around him in the society. He remains backward in a
sense by this way and adopts little changes. Sometimes even he preaches
against modern social changes. It means it discourages culture change
among people.
4) The national development in general is slowed down in such cultures when
ethnocentrism is emphasized in books, newspaper, radio and television.

http://www.studylecturenotes.com/basics-of-sociology/positive-and-negative-effectsof-ethnocentrism-in-society

Effects of Ethnocentrism in the Society

The negative effects do clearly exist, although the highly excessive forms of
ethnocentrism prevalent in the early twentieth century which is when William
Graham Sumner coined the term are not equally relevant today in the twenty-first
century. Having coined the term, Graham went on to state that an ethnocentric
viewpoint of the world only leads to pride and vanity.
This pride often results in being fond of ones own way of life to such an extent that
one harbors feelings of contempt towards other cultures. For instance,
ethnocentrism within a European society has led to practices such as polygamy and

the eating of dogs not considered aberrant in certain societies to be looked upon
as not only different, but also inferior, offensive and unnatural.
Similarly, fundamentalist Muslims might find many of the practices of European
women highly immodest and immoral. These attitudes of superiority or hostility
towards members of other groups can lead to discrimination or even violence within
a society.
Looking at ethnocentrism from an objective perspective, it can therefore be seen to
have both positive and negative values for a society. While it can hold together and
benefit small societies, the real benefit of that in todays world is somewhat limited,
and the negative potential far more obvious.
It isnt surprising then that ethnocentrism is almost always brought up in relation to
its negative implications in todays multicultural societies. As societies grow
increasingly diverse, there is a greater need for people from different ethnicities and
cultures, who have different sets of values, to work together. In this context,
ethnocentrism is mostly seen as something negative, as it often fosters
misunderstanding and mistrust towards those with different ideals.
http://www.pitlanemagazine.com/ethnicity-and-gender/effects-of-ethnocentrism-inthe-society.html

Why is ethnocentrism bad?

Ethnocentrism leads us to make false assumptions about cultural differences. We are
ethnocentric when we use our cultural norms to make generalizations about other
peoples' cultures and customs. Such generalizations -- often made without a conscious
awareness that we've used our culture as a universal yardstick -- can be way off base
and cause us to misjudge other peoples. Ethnocentrism can lead to cultural
misinterpretation and it often distorts communication between human beings.
Ethnocentric thinking causes us to make wrong assumptions about other people
because . . .
Ethnocentrism leads us to make premature judgments.
"They" may not be very good at what we are best at.
By evaluating "them" by what we are best at, we miss the many other aspects of
life that they often handle more competently than we do.
Some very simple examples of ethnocentric thinking. . .
We often talk about British drivers driving "on the wrong side" of the road. Why not just
say "opposite side" or even "left hand side"?

We talk about written Hebrew as reading "backward." Why not just say "from right to
left" or "in the opposite direction from English."
We encourage SNU students going on short-term missions to use the phrase "Oh, that's
different" rather than more pejorative terms when encountering strange customs or
foods.
Xenocentrism
The opposite of ethnocentrism is xenocentrism which means preferring ideas and things
from other cultures over ideas and things from your own culture. At the heart of
xenocentrism is an assumption that other cultures are superior to your own.
https://home.snu.edu/~hculbert/ethno.htm

THE PROBLEM OF ETHNOCENTRISM

The downside of ethnocentrism is that it causes a people from an ethnic group to look
down on those who are from other ethnic groups.
We American evangelicals can unfortunately be ethnocentric. When we are we tend
to express our ethnocentrism when we travel abroad. The way I have seen it expressed
the most is when we view other ways of living and doing things as wrong rather than as
different. There are reasons why we make these kinds of evaluations. One of the reason
is that the USA is a very wealthy country and our infrastructure works well most of the
time. This subconsciously makes us think our ways are better- or it makes us think that
our ways are right. When we encounter the suffering, the sickness, and the abject
poverty that afflict so many people in the developing and underdeveloped parts of
the world, we assume that their poverty and suffering are a result of doing things the
wrong way.
In all honesty, some of the beliefs and behaviors of other cultures are wrong. For
example, viewing dysentery as if it is caused by evil spirits rather than due to microbes
and poor hygiene is wrong. However, there are many ways of doing things in other
cultures that are just different. People often have very good reasons for why
they behave the ways that they do. However, we may not be quick to understand or
appreciate the reasons why they do what they do.

When we are slow to understand, some of us make the mistake of evaluating these
customs or behaviors as wrong rather than different. What complicates this is that we
tend to say what we think. When we verbalize our judgmental thoughts, we can hurt the
feelings of those in our host culture. This is the sad result of ethnocentrism.
However, we Americans are not the only ones who can be ethnocentric. People from
any and every ethnic group can be ethnocentric. Due to this, when we travel abroad we
become exposed to other peoples ethnocentrism. When we encounter it, especially
from those we consider our brothers and sisters, we are often unprepared for it. When
we do encounter it, our feelings can be hurt.
So, as we think about traveling abroad, it is good for us to recognize that nonAmericans may evaluate some of our cherished ways of doing things as wrong, not just
different. When this happens, please be prepared to respond in a gracious and patient
manner. One good thing that comes out of this when it happens to us is that it makes us
more sensitive to how it feels. This encourages us to strive to not be ethnocentric.
When we are overseas, if we strive not to look down on the different practices of others,
even when the ways dont make any sense to us, and if we strive not to be critical in our
speech, we will avoid acting ethnocentrically, and we will spare those who are hosting

us from unnecessary heartache.

http://www.interserveusa.org/the-problem-of-ethnocentrism/

Issues Induced by Ethnocentrism and Cultural Imperialism

each individual has his own character, each culture has its own characteristics that distinguish it from
other cultures. Although some may think that having such cultural differences will add on to the
uniqueness of each culture, it is a cause for greater concern that these differences will result in cultural
conflicts, which will act as barriers to the interaction between people of different cultures.
More often than not, people have a natural tendency to be ethnocentric, thinking that their culture is
superior to other cultures. This is because people tend to make false assumptions based on their own
limited experience. On the extremist end, ethnocentrism could result in serious racial conflicts. An

instance is the system of apartheid, which existed in South Africa from 1948 to the early 1990s. The
population was classified into Black, White, Indian and Coloured groups separated into different sectors
and institutions. The segregation between the Non-whites and the Whites came to be so appalling,
especially against the Blacks, that police brutality against the Blacks became widespread. As such, the
separation caused a lack of interaction between Non-whites and the Whites due to the labeling of Nonwhites as second-class citizens.
With ethnocentrism comes cultural imperialism, as shown in the history of Asian countries, the practice of
promoting the culture of one nation in another. One example is the European Atlantics colonization of
Asian nations. After monopolizing Asian countries resources by taking over their trading ports and routes,
the Europeans continually imposed their culture on these nations. As a result, people living under the
British came to know practically nothing about the world beyond the British perspective. Their commercial
interests, education and concepts evolved all around the British. The same thing happened to those
under the Dutch, French and Spanish too. The segregation of various colonies caused people-to-people
contacts over colonial borders, which were guarded by Europeans, to come to a standstill.

http://www.pitlanemagazine.com/ethnicity-and-gender/issues-induced-byethnocentrism-and-cultural-imperialism.html