Articlegreen2012

Chinese consumer ethnocentrism: A field experiment

XiaoGang Bi · Sailesh Gunessee · Robert F Hoffmann · Wendy Hui · Jeremy Larner · Qing‐Ping Ma +1 more

53 citations0/0 files storedJournal of Consumer Behaviour

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Consumer Behavior in Brand Consumption and Identification Consumer Market Behavior and Pricing Consumer Perception and Purchasing Behavior

Abstract

ABSTRACT Consumer ethnocentrism presents barriers for internationalising organisations. In China, evidence of a resurgent nationalism partly fuelled by rapid economic growth portends a shift in consumption away from foreign towards domestic products. On the other hand, rising consumer demand for branded and luxury products cannot be fully met domestically. However, much of the available evidence on Chinese consumer ethnocentrism is anecdotal and is based on attitudinal surveys that, as accurate measures of actual purchasing behaviour, suffer from certain methodological issues. In response, we report an experiment that measures the ethnocentrism of 447 Chinese consumers as their incentive‐compatible choices between foreign and domestic products in a field setting. Our findings show little effect of foreign origin on subjects' choices that were only weakly related with attitudinal measures including the commonly used consumer ethnocentric tendencies scale (CETSCALE). Our results question the existence of ethnocentric consumer behaviour in China and the use of CETSCALE to gauge it generally. Copyright © 2012 John Wiley & Sons, Ltd.

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References

1987Consumer Ethnocentrism: Construction and Validation of the CETSCALE 1988Individualism and collectivism: Cross-cultural perspectives on self-ingroup relationships.2004Field Experiments 1998The Animosity Model of Foreign Product Purchase: An Empirical Test in the People's Republic of China 1978Factor Analysis 2001Do People Mean What They Say? Implications for Subjective Survey Data 2008The Chinese Economy. Transitions and Growth 1989Toward a Measure of Patriotic and Nationalistic Attitudes

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