Exploring antecedents and consequences of consumer ethnocentrism: evidence from Asian immigrants in the US

The US is a multicultural society due to its growing number of ethnic minorities. These ethnic populations have made intracultural studies more difficult because of the different senses of identity and degrees of acculturation the varied groups possess. The current study examined the impact of perceived ethnicity (Asian vs. Asian American) and acculturation level (low vs. high) on consumer ethnocentrism towards the country of immigration (the US) and its consequences with respect to Asian immigrants, the fastest growing minority in the US. One hundred and eighty‐five responses from Asian immigrants were collected through a convenience sample from a university campus located in the southwest US as well as a snowball sampling technique. Results revealed that perceived ethnicity and acculturation play an important role in influencing Asian immigrants' ethnocentrism towards the US, which in turn affects their attitudes and behavioural intentions towards products made in the US. Implications and future research directions are suggested.     

A structural analysis of value orientations,price perception and ongoing search behaviour: a cross‐cultural study of American and Korean consumers

The direct impact of value orientations on price perceptions has not received extensive investigation in previous research. We examined the impact of materialism, individualism and collectivism on American and Korean consumers’ perceptions of the positive and negative roles of price. We also examined the influence of price perceptions on consumers’ ongoing search behaviour. Using a structural equation modelling technique, results indicated that these value orientations positively and negatively influenced perceptions of the positive and negative roles of price, which in turn influenced ongoing search behaviour. Implications and future research directions are delineated.     

A cross‐cultural comparison of consumer vanity in the People's Republic of China,South Korea and Thailand: an exploratory study

In response to calls regarding the applicability of marketing scales in other cultures, the current study re‐examined the psychometric properties and measurement equivalence of the consumer vanity scale. The sample consisted of 723 undergraduate participants from China, South Korea and Thailand. Results revealed that the 21‐item, four‐factor (physical concern, physical view, achievement concern and achievement view) model of consumer vanity exhibited a satisfactory condition of psychometric properties across three samples. Multigroup analysis also revealed that the consumer vanity scales have partial factorial invariance. More specifically, the results as related to latent means comparison revealed that there are differences and similarities between the four dimensions of consumer vanity among Chinese, South Korean and Thai participants. Implications and future research directions are discussed.