Consumer Xenocentrism as Determinant of Foreign Product Preference: A System Justification Perspective

摘要: AbstractForeign and domestic product purchase behavior largely depends on consumer predispositions. The dominant construct in international marketing literature explaining such has been ethnocentrism, which is conceptually anchored social identity theory. However, a perspective overlooks evidence that certain consumers are consistently attracted by the “foreignness” of product. Drawing from system justification theory, present investigation conceptualizes provides an empirical test xenocentrism intended to explain attraction toward foreign products. Using survey data five complementary studies, authors develop validate new scale (the C-XENSCALE) measure consumers’ xenocentric tendencies offer extensive its ability preferences for discuss implications findings theory managerial practice identify future research directions.