The moderating role of personal cultural values on consumer ethnocentrism in developing countries: The case of Brazil and Russia

Jieqiong Ma, Jie Yang and Boonghee Yoo

Journal of Business Research, 2020, vol. 108, issue C, 375-389

Abstract: Based on the Optimal Distinctiveness Theory, this study explores the moderating role of personal cultural values in the effect of consumer ethnocentrism on perceived product quality and purchase intention of foreign products in developing countries. Based on 305 Brazilian and 307 Russian nonstudent adult participants, we confirm that the effect of consumer ethnocentrism is substantially strong among the local-minded consumers but very weak or nonexistent among global-minded consumers. This research raises a need to identify the personal values of the consumer, whether local or global, to interpret the effect of consumer ethnocentrism accurately. It recommends international marketers to focus on global-minded consumers to detour the negative impact of consumer ethnocentrism when marketing to developing countries. Especially, marketing campaigns emphasizing on distinctiveness through such personal values as openness to change (self-direction and stimulation) and self-enhancement (achievement, power, and hedonism) rather than conservation (conformity, tradition, and security) and self-transcendence (universalism and benevolence).

Keywords: Consumer ethnocentrism; Product evaluation; Personal values; Emerging markets (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (16)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:108:y:2020:i:c:p:375-389

DOI: 10.1016/j.jbusres.2019.12.031

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