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This cross-cultural comparison aims to understand whether the influence of consumer ethnocentrism (CE) on consumer preference for domestic versus foreign products is product category and country-of-origin dependent. Three countries with dissimilar cultural orientation and economic status—China, South Korea, and the United States—were examined. American consumers were found to be more ethnocentric than Chinese and South Korean consumers. CE was found to significantly and positively predict American and Korean consumers’ preference for domestic products across product categories, while Chinese consumers’ CE did not translate into their preference for Chinese products. In addition, the relationship between CE and purchase preference varied across product categories as well as countries of origin. [ABSTRACT FROM PUBLISHER]

As consumers’ ethnocentric tendencies heighten in intensity when a country is threatened, this cross-cultural comparison study aims to understand how the recent global financial crisis may have influenced the phenomenon of consumer ethnocentrism (CE). This study compares the levels of CE in the U.S. and China and examines patriotism, nationalism, internationalism, and demographic factors as antecedents of CE in order to understand how consumers’ ethnocentric tendencies vary across cultures. Results indicate that American consumers are more ethnocentric than Chinese consumers, while nationalism has the strongest impact on CE in both countries. [ABSTRACT FROM PUBLISHER]