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Chinese consumer ethnocentrism: a field experiment


Bi, X and Gunessee, S and Hoffmann, R and Hui, W and Larner, J and Ma, P-Q and Thompson, FM, Chinese consumer ethnocentrism: a field experiment, Journal of Consumer Behaviour, 11, (3) pp. 252-263. ISSN 1472-0817 (2012) [Refereed Article]

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DOI: doi:10.1002/cb.1374


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.

Item Details

Item Type:Refereed Article
Keywords:China, consumer, ethnocentrism
Research Division:Economics
Research Group:Applied economics
Research Field:Behavioural economics
Objective Division:Economic Framework
Objective Group:Microeconomics
Objective Field:Preference, behaviour and welfare
UTAS Author:Hoffmann, R (Professor Robert Hoffmann)
ID Code:154755
Year Published:2012
Web of Science® Times Cited:24
Deposited By:Economics
Deposited On:2023-01-04
Last Modified:2023-01-04

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