Attitudes

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Chapter 19 in Cross-Cultural Consumer Behavior, 2023, pp 343-355 from Edward Elgar Publishing

Abstract: This chapter examines a variety of attitudes related to the globalization of markets. These attitudinal constructs include consumer ethnocentrism, consumer nationalism, consumer animosity, consumer patriotism and consumer cosmopolitanism. Interestingly, most of the research attention has focused on negative attitudes, i.e. those which discourage purchases or products and brands from (or associated with) foreign countries (consumer ethnocentrism) or sometimes a particular foreign country (consumer animosity). There is much less research on positive attitudes, e.g. cosmopolitanism and patriotism. One particularly interesting construct is consumer animosity, where consumers refuse to purchase a product from a particular country, despite the fact they concede that the product is of high quality. In addition, some discussion is offered about cultural moderators, e.g., the relationship between consumer animosity and purchase intention is moderated by the cultural dimensions of individualism-collectivism and short-term/long-term orientation.

Keywords: Business and Management; Economics and Finance (search for similar items in EconPapers)
Date: 2023
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