U.K. consumers' perceived risk of buying products from emerging economies: A moderated mediation model

Although considerable research has been conducted on consumer attitude towards foreign products, most of these studies focus on the attitude of products from Western developed countries. Our study intends to investigate the effects of consumers' national identification and culture sensitivity on their perceived risk of buying products from Eastern developing countries. Especially, this study advances the literature by identifying the mediation effect of consumer ethnocentrism and the moderating effect of consumer value consciousness. Taking China and India as focal emerging economies, the consumer survey (n = 308) in the United Kingdom produced the following results. First, U.K. consumers' national identification is positively related to their perceived risk of buying Eastern products through consumer ethnocentrism, whereas their cultural sensitivity has a negative relationship. Second, the effect of consumer ethnocentrism on the perceived risk of buying Eastern products is moderated by consumer value consciousness. Third, value consciousness also attenuates the indirect relationships between national identification or cultural sensitivity and perceived risk via consumer ethnocentrism.     

Purchasing Patterns of Migrant Groups: The Impact of Acculturation on Ethnocentric Behaviors

This study investigated the social psychology of Malaysian migrants and their ethnocentric purchase behavior as they assimilate into the local culture. A theoretical framework consisting of acculturation, consumer ethnocentrism, time, and demographics was assembled; and an exploratory study was undertaken involving 255 samples of Malaysian consumers residing in the UK. The findings suggest that levels of consumer ethnocentrism are inversely related to their length of residence in the host country. Hence, respondents who reside longest exhibit less ethnocentric behavior. Contrary to our prediction, no significant relationship exists between assimilation and consumer ethnocentrism. Of significance, however, highly assimilated individuals are likely to be young male and single persons, with low assimilation most likely found in middle‐aged to older married females.     

Implicit Consumer Animosity: A Primary Validation1

The present study validated implicit animosity as a unique determinant of consumer behavior in the context of Chinese animosity toward Japan. The Implicit Association Test (IAT) was employed to measure implicit Chinese animosity toward Japan. The results showed that (a) implicit animosity was distinct from consumer ethnocentrism; (b) implicit animosity was significantly correlated with war animosity, but not with economic animosity; and (c) implicit animosity exerted negative impacts on purchase intention, independent of explicit animosity, consumer ethnocentrism, and product judgment. Taken together, these findings provide initial evidence of discriminant, convergent, and predictive validity for implicit animosity, highlighting the importance of taking implicit animosity into account in future animosity research.     

Consumer ethnocentrism,cultural sensitivity,and intention to purchase local products—evidence from Vietnam

• This study empirically investigates the impacts of consumer ethnocentrism and cultural sensitivity on both imported product judgment and intention to purchase local products in the context of a developing country—Vietnam. Structural equation modeling was used to test these impacts, utilizing a sample of 549 consumers. The results show that consumer ethnocentrism is negatively related to imported product judgment and positively related to intention to purchase local products. In addition, cultural sensitivity has a positive relationship with imported product judgment but not with consumer ethnocentrism. The results also indicate that the impacts of consumer ethnocentrism on imported product judgment and on intention to purchase local products are not different in terms of product categories, gender, income, and education levels. However, differences exist between younger and older consumers.

Copyright © 2008 John Wiley & Sons, Ltd.     

Millennials’ national and global identities as drivers of materialism and consumer ethnocentrism

ABSTRACT

A major effect of globalization is one that occurs on the self-concept. This is especially the case for young consumers, and particularly for millennials. Despite this cohort’s idiosyncrasies, little attention has been paid to the study of their consumer identities, an important aspect of self-concept. The current research addresses this gap by examining the way millennial consumers’ global and national identities help explain two attitudinal outcomes associated with globalization: materialism and consumer ethnocentrism. Data were collected from millennials in two distinct socio-cultural contexts. A key finding suggests that distinct contexts (i.e., collectivist and ethnically homogeneous vs. individualistic and ethnically diverse) exhibit differences in the formation of materialism and consumer ethnocentrism among millennials. Additionally, results indicate that for similar consumer segments, each context’s configuration of millennials shows differences in global and national identities. Implications for future researchers and practitioners are discussed.     

国别属性重要吗？代言人与广告效果关系研究的新视角

随着全球市场的形成, 一些中国企业开始选取外国明星作为产品的代言人, 目的是希望借外籍代言人提升品牌的吸引力, 获得消费者的喜爱与购买。与此同时, 一些跨国企业也开始使用中国明星为其产品代言, 以期通过“本土化”加强消费者对品牌的认同, 从而最终接受这一品牌。然而, 这种做法是否令消费者认可和接受, 其广告效果到底如何还是未知数。从目前来看, 这一作法既缺乏理论论证也缺乏实践的检验。根据代言人匹配假说, 作者认为代言人国别属性与产品国别色彩的一致性对广告效果也具有重要的影响。通过3(中、外、无国别特色产品)×2(功能性产品、享乐性产品)×2(中、外代言人)的实验设计, 验证了代言人与产品国别一致性作为调节变量对代言人特征与广告效果关系具有正向的影响, 即当代言人国别属性与产品国别色彩一致时, 广告效果明显优于不一致的情形。对于中国特色产品, 中国代言人的广告效果更好, 而对于外国文化色彩以及无国别色彩的产品, 外国代言人的广告效果要明显高于中国代言人。     

Whites' ethnocentrism and their attributions for the behavior of blacks: A motivational bias1

Previous research has shown that people make more derogatory attributions for the behavior of outgroup members than for the behavior of ingroup members. However, these results may be due merely to a cultural stereotype of the outgroup rather than to ethnocentrism (which would entail dislike for members of the outgroup). To examine the effect of ethnocentrism on attributions, irrespective of the cultural stereotype, and to examine whether people who differ in ethnocentrism also differ in their attributions for whites and blacks, high and low ethnocentric whites made attributions for the success and failure of black and white actors on a task which required an ability that was outside the scope of the cultural stereotype of blacks, i.e., ESP ability. Examination of these attributions revealed that the more ethnocentric the subjects were, the more they tended to give whites greater credit for success than blacks, and the more they tended to give whites less blame for failure than blacks. These results were discussed in terms of their implications for the persistence of prejudice and for the effects of motivations on attributions for the behavior of others.     

Implicit and explicit ethnocentrism: revisiting the ideologies of prejudice

Two studies investigated relationships among individual differences in implicit and explicit prejudice, right-wing ideology, and rigidity in thinking. The first study examined these relationships focusing on White Americans' prejudice toward Black Americans. The second study provided the first test of implicit ethnocentrism and its relationship to explicit ethnocentrism by studying the relationship between attitudes toward five social groups. Factor analyses found support for both implicit and explicit ethnocentrism. In both studies, mean explicit attitudes toward out groups were positive, whereas implicit attitudes were negative, suggesting that implicit and explicit prejudices are distinct; however, in both studies, implicit and explicit attitudes were related (r = .37, .47). Latent variable modeling indicates a simple structure within this ethnocentric system, with variables organized in order of specificity. These results lead to the conclusion that (a) implicit ethnocentrism exists and (b) it is related to and distinct from explicit ethnocentrism.     

Intergroup threat,knowledge of the outgroup,and willingness to purchase ingroup and outgroup products: The mediating role of intergroup emotions

Established theories have acknowledged that intergroup threat is one of the key determinants of intergroup attitudes and behaviours, but how intergroup threat can affect consumer behaviour remains unclear. Here, four preregistered studies (total N = 988) examined the effect of intergroup threat (manipulated in terms of realistic and symbolic threats) on consumers’ willingness to purchase ingroup and outgroup products. In the context of China–West relations, we measured Chinese consumers’ willingness to purchase Chinese (ingroup) and Western (outgroup) products. These studies together revealed that realistic and symbolic threats (versus control) increased willingness to purchase ingroup products and decreased willingness to purchase outgroup products, regardless of the product category. Studies 3a and 3b also measured knowledge of the outgroup as a potential moderator, revealing that realistic threat (versus control) reduced willingness to purchase outgroup products only among individuals who had less knowledge of the outgroup. Furthermore, Study 3b showed that the intergroup threat manipulation indirectly influenced consumers’ willingness to purchase ingroup/outgroup products through increased anger and decreased hope. We discussed the contributions to the intergroup relations and consumer behaviour literature and the implications for transnational marketing practices, as well as the limitations of this research.     

The effect of acculturation and ethnic identification on consumer disidentification and consumption: An investigation of U.S. Hispanics

This study examines the antecedents and outcomes of consumer disidentification (CDI) among immigrants and the role that cultural change plays in affecting this consumer orientation. Specifically, it explores the effect of acculturation and ethnic identification on host nation sentiments (i.e., host nation identification, disidentification, and affinity) and how the latter influence CDI. Then, it assesses the effect of CDI on consumer behaviors including product quality judgments and willingness to buy products originating in the host country. Survey data from a convenience sample of 555 adults of Cuban and Puerto Rican origin, who live in the USA, confirm that disidentification with the host nation is the basis of CDI. Acculturation is the process through which disidentification with the host nation and the resulting CDI can be mitigated. However, ethnic identification shows inconsistencies in affecting consumers' sentiments toward the host nation and CDI. While CDI is negatively related to consumers' willingness to buy domestic products, it does not seem to affect consumers' willingness to buy domestic products through their product quality judgments. Practically, this study facilitates strategic marketing decisions that are related to the presentation of country‐of‐origin (COO) product attributes in marketing communication and branding campaigns. This study is one of the few empirical studies on CDI, and it focuses on COO effects of domestic rather than foreign products among subcultures within national boundaries. Understanding COO effects among subnational cultural consumers is of primary importance given the ever‐increasing ethnic diversification of consumer markets.     

Asserting your mind: Interruptions extremize consumer choices

Interruptions prevail in the retail environment, especially during consumer decision-making. However, scant research has examined whether and how interruptions that suspend decisions affect consumer choices. We posit that interruptions heighten the consumers' preference certainty, which leads to a choice extremity effect—consumers choose their preferred products even more and their unpreferred products even less. Six experiments provide convergent evidence for the choice extremity effect and the underlying process. Study 1a shows that interruptions lead to choice extremity with a vice product (i.e., chips). Study 1b confirms the effect in the context of incentive-compatible choices. Study 2 replicates the choice extremity effect with a virtue product (i.e., yogurts). Study 3 further tests the robustness of the effect with a decision-related interruption. Study 4 shows that preference certainty mediates the effect of interruptions on choice extremity and rules out the level of arousal and task involvement as alternative accounts. Using a moderation approach, Study 5 shows that the choice extremity effect disappears when consumers have high self-concept clarity. The present study contributes to research on interruptions, preference certainty, and consumer choices and provides implications for marketers.     

Implicit shopping: attitudinal determinants of the purchasing of healthy and unhealthy foods

Implicit attitudes, evaluations that can occur without effort, quickly and without conscious intent, have been shown to predict self-reported diets and objectively measured food choices within the laboratory. We present two studies which extend the literature by demonstrating that implicit attitudes predict objective purchasing of healthy and unhealthy foods. Both Study 1 (N=40) and Study 2 (N=36) utilised an online shopping paradigm and concerned purchasing of fruit and chocolate. In both studies, implicit attitudes predicted purchases. Explicit attitudes towards buying or eating fruit versus chocolate did not predict purchase behaviour. These studies represent an original test of whether implicit attitudes predict healthy consumer behaviour, which involves participants paying for products. This research provides the strongest evidence yet that implicit attitudes play a role in predicting health food purchases. A comprehensive model of health behaviour should take into account the role of implicit attitudes.     

Between cultural relativism and liberal ethnocentrism: What does Saudi Arabia tell us about cultural variation in moral identity and prejudice?

Cultural conceptions of morality are grounded in diverse moral foundations, but moral identity research often assumes that individualizing concerns are the universal basis for morality. Moral identity scales grounded only in individualizing foundations risk liberal ethnocentrism, to the extent that binding foundations emphasized in collectivist cultures are overlooked. Three hundred and ninety-five Saudi Arabian and UK participants completed prejudice and moral identity measures, which either narrowly measured only individualizing foundations or broadly measured both binding and individualizing foundations. The broader measure had greater power to predict prejudice scores in both countries, particularly in Saudi Arabia. Generally, moral identities grounded in individualizing foundations predicted less prejudice, while moral identities grounded in binding foundations predicted higher prejudice in both countries. Individualizing measures of moral identity may assess ethnocentric concepts, but recognizing morality grounded in binding considerations may taint the category of moral identity with self-concepts that are associated with greater—not less—ethnocentrism.     

Implicit shopping: Attitudinal determinants of the purchasing of healthy and unhealthy foods

Implicit attitudes, evaluations that can occur without effort, quickly and without conscious intent, have been shown to predict self-reported diets and objectively measured food choices within the laboratory. We present two studies which extend the literature by demonstrating that implicit attitudes predict objective purchasing of healthy and unhealthy foods. Both Study 1 (N?=?40) and Study 2 (N?=?36) utilised an online shopping paradigm and concerned purchasing of fruit and chocolate. In both studies, implicit attitudes predicted purchases. Explicit attitudes towards buying or eating fruit versus chocolate did not predict purchase behaviour. These studies represent an original test of whether implicit attitudes predict healthy consumer behaviour, which involves participants paying for products. This research provides the strongest evidence yet that implicit attitudes play a role in predicting health food purchases. A comprehensive model of health behaviour should take into account the role of implicit attitudes.     

Promiscuous or Confident? Attitudinal Ambivalence Toward Condom Purchase1

This research examined attitudes toward condom purchase. Recent evidence is mixed. While some studies show attitudes have become more positive, other studies suggest that negative attitudes still dominate. Our own research examined the possibility that such attitudes may be ambivalent, meaning that the same individuals may simultaneously hold both positive and negative beliefs about condom purchase. The results confirmed this prediction. Study 1 showed that condom purchase evoked a combination of both negative beliefs about lifestyles and positive beliefs concerning the personal confidence of the consumer. These beliefs had competing effects on more global attitudes toward condom purchase. Specific beliefs about condoms were shown to provide the best indication of. whether participants actually used condoms. Study 2 employed standard measures of attitudinal ambivalence. The results conceptually replicated the finding that ambivalence was greater for those who purchased condoms compared to controls.     

Sex differences in intercultural communication apprehension,ethnocentrism, and intercultural willingness to communicate

Communication predispositions influence interactions between individuals from different cultures. Three such predispositions have been found to affect behavior in intercultural contexts: Apprehension about intercultural communication, ethnocentrism, and intercultural willingness to communicate. This study examined differences between men (n = 130) and women (n = 175) on those three predispositions. The analysis showed that men reported experiencing higher apprehension about intercultural communication, being more ethnocentric than women, and being less willing to communicate interculturally than women. Implications of these findings are discussed.     

Preschoolers' social information processing and early school success: The challenging situations task

As part of a larger longitudinal project on the assessment of preschoolers' social‐emotional development, children's social information processing (SIP) responses to unambiguous hypothetical situations of peer provocation were assessed for 298 four‐year‐olds from Head Start and private childcare settings. Measurement focused on emotions children would feel during these situations, and their behaviour response decisions. Participants most often chose sad and angry emotions, and socially competent and passive behaviours. Relations were found between sad emotion and socially competent behaviour choices, as well as between angry emotion and aggressive behaviour choices. Sad emotion and socially competent behaviour responses contributed to variance in contemporaneous and later school adjustment and kindergarten academic readiness. There was evidence that the contributions of sad emotion responses were mediated by those of socially competent behaviour choices. Results bolstered calls to include emotion in SIP measures, supported predictive validity for this SIP measure in a large representative sample of preschoolers, and pointed to fruitful pathways for future research.     

A cross‐cultural assessment of attitudes regarding perceived breaches of ethical conduct by both parties in the business‐consumer dyad

Recent initiatives in business curricula have included emphases on global business and ethics. Using 28 scenarios which reflect potential concerns regarding the conduct of either business or a consumer, this research combines these issues by comparing the ethical predisposition of business students in Australia with their Canadian counterparts. A sample of 264 students indicated that students in both countries generally hold high expectations for the behaviour of business and consumers. Both groups exhibited quite similar views in relation to the 28 consumer and business‐related scenarios. When comparing Canadian students to Australian students, four significant differences were documented in the 14 scenarios which address the behaviour of business entities. The assessment of attitudes regarding questionable consumer actions provided even more homogeneity as only one statistically significant difference was identified. The study concludes by documenting a series of attitudinal differences on the part of groups defined not by nationality, but rather on the basis of gender or age. These demographic differences were more pronounced than were the differences across the two countries. Copyright © 2003 Henry Stewart Publications.     

Effects of dilemma type,language, and emotion arousal on utilitarian vs deontological choice to moral dilemmas in Chinese–English bilinguals

The present study examines how dilemma type (personal or impersonal moral dilemma), language (native or foreign) and emotion arousal to a dilemma could affect Chinese–English bilinguals' deontological vs utilitarian moral choices regarding 39 moral dilemmas. How emotion arousal plays a mediating role in the effects of dilemma type and language on moral choices is also investigated. As shown in multilevel analyses, participants made fewer utilitarian choices for personal dilemmas than impersonal dilemmas. Although emotion arousal of dilemmas significantly mediated this effect of dilemma type, the indirect effect of dilemma type through arousal on moral choices was inconsistent with the direct effect of dilemma type on moral choices. For the effect of language, participants made more utilitarian choices in the Footbridge (personal) dilemma that was presented in foreign language than in native language. However, this effect was not mediated by arousal, suggesting that it could not be attributed to the emotion‐reducing effect of foreign language. Moreover, there was no language effect on moral choices in analyses that included all 39 dilemmas or only 22 personal dilemmas, indicating the need in future research for further identifying the potential mediators that trigger the foreign language effect on moral choices.     

I’m Happy, Hope You’re Happy Too.

While most empirical studies show stable and high levels of subjective well-being in Western societies, other studies have documented an apparently contradictory feeling of a loss of sense of community and high levels of discontent with the way society functions. Based on an analysis of the Social Cohesion Indicators survey (SCIF, Belgium), we demonstrate that subjective well-being and one’s view on society are two distinct concepts. Both measurements are related, however, with some spill-over effects from individual well-being toward the assessment of society. Most notably, ethnocentrism does not have an impact on subjective well-being, but it has a strong negative impact on the view on society. Ethnocentrism has a strong effect on the distribution of discontent with society. We hypothesize that ethnocentric actors might still be satisfied with their own living conditions, but that they feel increasingly alienated from the culturally diverse society they live in.