Is Ethnocentrism An Infectious Belief Of Consumer Ethnocentrism?

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The caveat emptor is emphasized as strongly as a “beware of the dog” sign when online shopping for goods from any third party vendor. We shop from sites that advertise the lowest prices on the internet, free shipping from Hong Kong, and a long list of buyer-seller agreements, including no returns or refunds. All three of these things serve as a caveat to the typical American consumer. We become uncomfortable with the thought of buying from an Asian company, and prefer to purchase the same product from an American or European vendor. The main explanation for this the world-wide phenomena of consumer ethnocentrism, the tendency to believe that a persons own ethnic group is superior to those of others. Marketing analysts have witnessed this economic issue all around the globe because of the amount of people that commit to ethnocentrism in their everyday purchases. Ethnocentrism is an infectious belief that we all fall prey to eventually. The internationalization occurring throughout the world has promoted a sense of bias towards a persons own country and ethnicity. In a study conducted in 2006, researchers found that ethnocentrism suggests negative attitudes towards products and advertisements from different countries (Kwak, Jaiu, Larsen, p. 376-385). This study focuses greatly on the negative attitudes produced by the belief that one ethnicity is better than the other. Ethnocentrism is a relatively new topic in international business and marketing. Ethnocentrism dates back to 1906, defined as a sociological concept in which people favor the in their group over the people outside of their group (Hat, p. 55-70, 2015). Hat talks generally about ethnocentrism as an issue amongst the people more than marketing in specific. Many of the... ... middle of paper ... ...ause I am very interested in different cultures and how people interact with them and within them. I went back through the syllabus and looked at all of the five disciplines we were supposed to use and I realized how perfectly ethnocentrism went with communication and anthropology. It was then that I knew I would be writing about ethnocentrism. Due to cutting, I ended up having to leave out the in depth stories of the two guys I mentioned in the anthropology paragraph. They both lived in New York but one man lived in Chinatown and the other lived in Greenwich Village. Both of these villages are notorious for their ethnic prevalence. I wanted to go more in depth on the history of why the Chinese had to be so isolated in Chinatown and why the Italians had been so isolated to Greenwich Village. Both of them had fascinating takes on their lives and their environments.

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