Ethnocentricism Essay

3391 Words14 Pages
The Effect of Ethnocentrism Thesis: Many people, worldwide, favor their own culture’s values, customs, and products as being superior to others. This display of behavior is called ethnocentrism. Consumer ethnocentrism is specific to opinions held by consumers in one country towards products coming from another country. It is the concept that “our” products are better than “yours”. I. What is ethnocentrism? A. Definition B. What is consumer ethnocentrism? II. Effects of Consumer Ethnocentrism A. Consumer Animosity B. Consumer Loyalty C. Repurchase Intent III. Measuring Consumer Ethnocentrism A. A-S Scale/E-Scale B. CETSCALE 1. History/Development 2. 17 Item & 10 Item Scale IV. Consumer Ethnocentric Marketing Strategies V. Conclusion The Effect of Ethnocentrism Consumer ethnocentrism is a behavior displayed by consumers in one country towards products that come from another country focusing on the opinion that “our” products are better than “yours” which affects company strategies when trying to market to consumers and is an ethnically prejudiced judgment (Larmore & Walker, 2015). What is Ethnocentrism? Many people, worldwide, favor their own cultures’ values, customs, and products as being superior to others. This display of behavior is called ethnocentrism. Ethnocentrism was introduced in 1906 by William Sumner (Barger, 2013). Ethnocentric behaviors are affected by social-psychological and demographic factors such as age, gender, income, and education. There are deeper issues when it comes to ethnocentrism and some may define ethnocentrism as believing that other countries customs, values, and products are inferior only because one has very limited experience in dealing with something outside of their culture. Simply put, “we don’t understand what we don’t know” (Barger, 2013).
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