Who are Xenocentric Consumers? A Review of the Demographics and Socio-Psychological Attributes

Azila Sopian and Siti Zaleha Sahak

Information Management and Business Review, 2025, vol. 17, issue 3, 308-314

Abstract: In sociology, xenocentrism represents the preference for out-group cultures, norms, and values over the in-group. In marketing, consumer xenocentrism refers to consumers' favoritism for foreign-made products. The findings of previous studies have shown that various factors influence consumer xenocentrism, including the perceived quality of foreign products, the desire for social status, and cultural stereotypes. This paper focuses on the profiles of xenocentric consumers that distinguish them from in-group consumers. Besides demographic differences, socio-psychologically, xenocentric consumers are more open to other cultures and belong to marginalized groups. Understanding the profiles of xenocentric consumers may help marketers of both local and foreign brands segment and approach their target markets innovatively.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:rnd:arimbr:v:17:y:2025:i:3:p:308-314

DOI: 10.22610/imbr.v17i3(I)S.4753

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