DISCOVERING A CULTURAL SYSTEM USING CONSUMER ETHNOCENTRISM THEORY

Abstract:

Culture and consumer behavior are systems worthy of research and exploration. Consumer behavior is an element of a multifaceted system of supply and demand; with stakeholders engaged to varying degrees within the dynamics of the system. The systemic practices of the stakeholders of a particular system can be varied; in this research, the CETSCALE developed by Shimp and Sharma (1987) was modified to test Wisconsin residents’ loyalty to local vs. imported beer. The research showed not only ethnocentric tendencies of the study participants, but also their cultural behavior as part of the system for these products in Wisconsin, USA. This manuscript is inspired by Orth and Firbasová (2003), The Role of Consumer Ethnocentrism in Food Product Evaluation.

This publication has been peer reviewed.

Publication Type:

Journal Article

Authors:

Mary Weber

John Lambert

Kelley Conrad

Sherry Jennings

Jenny Matay Adams

Year of Publication:

2018

Journal, Book, Magazine or Other Publication Title:

Systemic Practice and Action Research

Publication Language:

English

DOI:

DOI: 10.1007/s11213-018-9444-0

Boyer's Domain:

Discovery

DISCOVERING A CULTURAL SYSTEM USING CONSUMER ETHNOCENTRISM THEORY

Center for Workplace Diversity and Inclusion Research