Consumer ethnocentrism: a research synthesis and meta-analysis of its sociopsychological antecedents and outcomes
Abstract
The goal of this thesis is to identify the socio-psychological antecedents and main outcomes
of consumer ethnocentrism, and to quantify the relationship of consumer ethnocentrism and
these related constructs. For this, a research synthesis and meta-analysis were conducted,
which allow for integration of the findings of a large amount of individual studies into one
conceptual model and the determination of the size of the relationship. Consequently, more
generalizable assertions can be made about the relationship of consumer ethnocentrism and its
socio-psychological antecedents and outcomes. The results confirm previous research by
showing that consumer ethnocentrism is positively influenced by the antecedents national
values, animosity, collectivism, and materialism, and negatively influenced by international
values. Conspicuous consumption, however, was identified as not influencing consumer
ethnocentrism. Furthermore, the analysis confirmed that consumer ethnocentrism leads to
more favorable domestic product judgements and higher willingness to buy domestic, while it
leads to less favorable foreign product judgements and lower willingness to buy foreign
products. This has important implications for managers and researchers alike, as they are able
to more easily identify the magnitude of important relationships of consumer ethnocentrism
and related constructs.