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

PAGE 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 c