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Consumer Ethnocentrism Offline and Online: The Mediating Role of Marketing Efforts and Personality Traits in the United States, South Korea, and India

Drexel University

Anupam Jaju

George Mason University

Trina Larsen

Drexel University

Consumer ethnocentrism is an important concept that is used to understand international marketing phenomena. In this article, the authors conduct two empirical studies. Using consumer data from the United States, South Korea, and India (three diverse cultural and economic environments), they explore six hypotheses. In Stage 1, the results suggest that across all three countries, consumer ethnocentrism provokes negative attitudes toward both foreign advertisements and foreign products. The authors identify a set of consumer variables (i.e., consumers' global mind-set) that may mediate consumers' unfavorable attitudes toward foreign advertisements and products derived by consumer ethnocentrism. In Stage 2, the authors find that consumer ethnocentrism dampens consumers' online consumption activities on a foreign Web site. Finally, the authors find that marketers'e-mail communications to foreign consumers mediate consumer ethnocentrism in online environments.

Key Words: consumer ethnocentrism • attitudes toward advertising • global mind-set • e-mail communications • market mavens • e-commerce

Journal of the Academy of Marketing Science, Vol. 34, No. 3, 367-385 (2006)
DOI: 10.1177/0092070304270140


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