The Effect of Personal Cultural Orientation on Consumer Ethnocentrism

摘要: Abstract A great challenge in the global environment lies consumers' reluctance to buy imports rather than domestic products. Recently, research has begun explore link between consumer type and adversarial attitudes toward imports. However, relatively little is known about relationship individual cultural orientation their bias against The objective of our examine ethnocentrism. We hypothesize that each Hofstede's (2001) five dimensions orientation, operationalized at level, affects test hypotheses, investigating U.S. consumers evaluations behaviors Japanese results show collectivism (versus individualism), masculinity femininity), uncertainty-avoidance are related positively ethnocentrism, whereas long-term short-term) negatively consum...