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A Cross-National Effect of Ethnocentrism on Purchase Intention
Abstract
The purpose of this study is to understand how socio-psychological and cultural factors (patriotism, cultural openness and collectivism) affect a social phenomenon implying a tendency to reject foreign products (ethnocentrism). The main contribution of this work is to propose a cross-national study to establish differences or similarities in the behaviour of consumers from emerging and developed markets when evaluating foreign products. Data was collected from 476 Spanish and Mexican consumers. Our results show that also in emerging as in developed markets the patriotism and cultural openness are antecedents of ethnocentrism, but collectivism only influences the ethnocentrism of consumer from emerging markets. In addition, in developed market economies the ethnocentrism negatively affects purchase intention of foreign products, although in emerging markets it does not.
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