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Consumer Ethnocentrism

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VII. Direct consequences
Conceptually there is by and large unanimous position on the argument that consumer ethnocentrism is positively correlated to favorable evaluation of domestic products and with few exceptions in a few cases, all of the previous studies provide empirical evidence for justifying the above argument (Erdogan and Uzkurt, 2010). The positive relationship between CET and purchase intention of domestic products is empirically supported by studies of Herche (1992), Kim and Pysarchik, (2000) and Chryssochoidis et al. (2007). However, a strong negative relation between CET and willingness to buy foreign products is empirically demonstrated in studies of Klein et al. (1998) and Suh and Kwon (2002).
VIII. Consequences through Mediators …show more content…

For full exploration of the subject each possible antecedent and consequence is individually discussed and suggestions for future research were also provided. From integrative review and frame work broad research directions can also be drawn. Like as, thorough analysis of consumer ethnocentrism in the service sector need to be studied as most of the economies of the world are service economies and CET has not been fully explored in services. Also the impact of globalization and the consumer attitudes for hi-tech products, belief of nationals in foreign collaborations in various projects from agriculture to national security demands a comprehensive investigation and explanation for relevance of CET in such circumstances. The success of ‘buy local’ campaigns by governments in institutionalizing the consumer ethnocentrism on one hand and integrating the FDI in the country’s economies to overcome ethnocentrism on other hand are noteworthy research questions. Although marketing managers of small domestic countries can take the advantage of prevalent ethnocentric tendencies by promoting the ‘native’ image so that international competitors can be held at bay but multi-nationals can face serious problems in repeating the same, thereby demanding more research in exploring the effectiveness of these strategies. Given the heterogeneity of the populations both between and within transitioning economies, the future researchers need to examine these issues at the intra-country level. Information generated from such studies can provide a basis for a better understanding of micro-environment of countries at various levels of economic development as well as their consumer markets. This paper will not only enrich the vast body

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