Consumer Xenocentrism and “Irrational” Consumer Behavior
- Author(s)
- Adamantios Diamantopoulos, Amonrat Thoumrungronje, Nathalie Scherer
- Abstract
We employ an experimental design to investigate whether the bias associated with consumer xenocentrism can “blind” consumers to such an extent that they fail to see the virtues of domestic products even when the latter objectively outperform their foreign counterparts. We also link consumers’ ability to identify the superior product to their subsequent (domestic vs. foreign) product preferences. Our findings show that xenocentric consumers may indeed exhibit “irrational” behavior as reflected in suboptimal product choices. Implications for theory and practice are considered and future research directions identified.
- Organisation(s)
- Department of Marketing and International Business, Department of Accounting, Innovation and Strategy
- External organisation(s)
- Assumption University of Thailand
- Publication date
- 09-2021
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 502052 Business administration, 502020 Market research
- Keywords
- Sustainable Development Goals
- SDG 12 - Responsible Consumption and Production
- Portal url
- https://ucris.univie.ac.at/portal/en/publications/consumer-xenocentrism-and-irrational-consumer-behavior(393f7e23-9850-4c4f-8ce5-77adc5a33235).html