Consumer ethnocentrism and consumer cosmopolitanism

Question 1

Country of origin

Answer 1

Consumers use country of origin as stereotypical information in making evaluations of products

Question 2

Ethnocentrism

Answer 2

„universal tendency to see an individual’s own group as the centre of the universe, thus rejecting these individuals who are culturally different and blindly accepting those who are culturally similar”

Question 3

Social identity theory

Answer 3

according to SIT people’s self image consist of:
personal identity
social identity – part of an individual’s self concept which derives from his knowledge of his membership of a social group (or groups) together with the emotional significance attached to their membership

Question 4

In-group

Answer 4

In-group can be defined as group of individuals about whose welfare a person is concerned, with whom that person is willing to cooperate without demanding equitable returns and separation from which leads to anxiety

group boundaries are typically defined by one or more observable characteristics (e.g. language, accent, physical features or religion) as indicating common descent - strong territorial component

Question 5

Consumer ethnocentrism

Answer 5

a unique form of ethnocentrism that captures only economic motives for in-group bias

provides individuals with a sense of identity, of belonging to a group and of understanding as to what kind of buying behaviour is acceptable or not for the group

Question 6

The Consumer Ethnocentrism Tendencies Scale (CETSCALE)

Answer 6

developed by Shimp and Sharma (1987)

allows distinguishing between consumer segments that are likely to be receptive to foreign-made products and those that are not

Question 7

Three alternative perspectives on (general) cosmopolitanims

Answer 7

1) A moral/ethical imperative
a norm focusing on rights and duties of states and individuals in the context of world law
commonly found in political science literature
2) An attitude perspective
not widely accepted perspective because there is no attitude object per se
3) An orientation perspective
enduring personal orientation rather than a situational characteristic
associated with frame of reference by which individuals evaluate their self-worth

Question 8

Unidimentional scale

Answer 8

COS scale proposed by Cleveland & Laroche (2007) and Cleveland et al. (2009)

Question 9

Multidimntional scale

Answer 9

C-COSMO scale proposed by Riefler et al. (2012)

Open – mindedness
reflects empathy and interests in other culture as well as willingness to explore and learn from alternative systems of meaning held by others
traveling is central to fostering a cosmopolitan orientation through the desire to interact with the host country’s culture, people and traditions
Diversity appreciation
a positive disposition towards the diversity offered by the availability of goods and services from different national or cultural origin
Consumption transcending borders
actively consume products from other cultures for the purpose of experience (e.g. heighten tendency to consume international or foreign media, foreign books, movies, music and ethnic food)

Question 10

Cosmopolitan consumers

Answer 10

“citizens of the world” who are free from prejudice and biases to a particular cultural, political or religious group