OVERCOMING CONSUMER ETHNOCENTRISM - ：克服消费者民族中心主义—.doc

OVERCOMING CONSUMER ETHNOCENTRISM THROUGH CULTURAL OPENNESS: THE ROLE OF TRAVEL EXPERIENCE Concha Ramsey-Neeley, University of North Texas Pamela A. Kennett, University of New Orleans Abstract This paper examines travel experience as a possible antecedent of consumer ethnocentrism. Results indicate relationships exist between frequency of domestic travel and consumer ethnocentrism as well as desire to participate in foreign exchange programs and consumer ethnocentrism. Marketing efforts for overcoming the barrier of consumer ethnocentrism are discussed. Introduction The concept of consumer ethnocentrism was borrowed from the sociological construct of ethnocentrism, the feeling that one’s culture and values are superior to those of other groups. Shimp and Sharma (1987) coined the term and introduced a scale for measuring consumer ethnocentrism tendencies in their seminal article, “Consumer Ethnocentrism: Construction and Validation of the CETSCALE”. Shimp and Sharma use the term consumer ethnocentrism to represent the beliefs held by consumers about the appropriateness, even morality, of purchasing foreign-made products (1987). It is considered a personality trait-like property and is measured at the individual level. Discovering and understanding the antecedents of consumer ethnocentrism is important for marketers in order to overcome this barrier when marketing their products internationally and for international marketers introducing their products to American consumers. Products sold under American manufacturing labels are frequently assembled in other countries or contain materials that are purchased from foreign suppliers. Although the world is becoming a smaller place due to transportation efficiencies and technology, ideologies of individuals within countries may not be so integrated. Therefore, it is important that marketers are aware of underlying prejudices that may render consumers averse to buying their products. The purpose of this research i