Abstract
Marketing research has focussed more on in-group favoritism and out-group derogation (i.e. ethnocentrism) than out-group favoritism and in-group derogation (i.e. xenocentrism). The purpose of this paper is to explore the xenocentric behavior in the consumer sphere to explain why some consumers have a bias for foreign products even when domestic ones are
qualitatively similar or better. As the Chinese economy has experienced more than three decades of near double-digit growth and increased openness to foreign products, it is important to examine phenomena related to the formation of Chinese attitudes toward foreign products
with the rising tensions between the seemingly irreversible globalization and Chinese re-awakening nationalism.
qualitatively similar or better. As the Chinese economy has experienced more than three decades of near double-digit growth and increased openness to foreign products, it is important to examine phenomena related to the formation of Chinese attitudes toward foreign products
with the rising tensions between the seemingly irreversible globalization and Chinese re-awakening nationalism.
| Original language | English |
|---|---|
| Pages (from-to) | 73-91 |
| Number of pages | 19 |
| Journal | Asia Pacific Journal of Marketing and Logistics |
| Volume | 28 |
| Issue number | 1 |
| Publication status | Published - Jan 2016 |
Keywords
- National identity, Ethnocentrism, Consumer culture, China market, Consumer xenocentrism, Political psychology
