Consumer xenocentrism in China: an exploratory study

Mueller, R., Wang, G.X., Liu, G. and Cui, C. 2015. Consumer xenocentrism in China: an exploratory study. Asia Pacific Journal of Marketing and Logistics. 28 (1), pp. 73-91. https://doi.org/10.1108/APJML-11-2014-0158

TitleConsumer xenocentrism in China: an exploratory study
TypeJournal article
AuthorsMueller, R., Wang, G.X., Liu, G. and Cui, C.
Abstract

Purpose – Marketing research has focussed more on in-group favoritism and out-group derogation (i.e. ethnocentrism) than out-group favoritism and in-group derogation (i.e. xenocentrism). The purpose of this paper is to explore the xenocentric behavior in the consumer sphere to explain why some consumers have a bias for foreign products even when domestic ones are qualitatively similar or better. As the Chinese economy has experienced more than three decades of near double-digit growth and increased openness to foreign products, it is important to examine phenomena related to the formation of Chinese attitudes toward foreign products with the rising tensions between the seemingly irreversible globalization and Chinese re-awakening nationalism.

Design/methodology/approach – This study is based on a review of the extant literature and focus groups in three cities in China.

Findings – This study has found that consumer xenocentrism (CX) is prevalent in China, especially among the new emerging wealthy classes, younger consumers, and the local elite. It appears that Chinese consumers are psychologically or sociologically orientated or predisposed toward foreign (Western) goods. The findings from this study suggest that both consumer ethnocentrism and CX are possible or even expected. The short review of Chinese history presented here has shown that these phenomena can be explained by traditional in-group/out-group theories. Specifically, when there are too many xenocentrics, national esteem is threatened and this prompts many individuals to become more ethnocentric.

Research limitations/implications – This study is based on the literature and focus groups data, hence, the findings are not intended to be generalizable. Practical implications – The findings from this study should be of interest to business practitioners and policy makers.

Social implications – The historical and cultural perspectives taken in this study indicate that understanding consumers’ xenocentric behavior entails knowledge and deep understanding of how cultural values and contemporary social-political forces interplay within consumers’ formation and change of attitudes toward the choice of domestic and foreign products.

Originality/value – This study shows that the ability of foreign products to meet the individual’s need or enhance his/her self-esteem more so than domestic products is indicative of something more than simply an international, cosmopolitan, or modern orientation. The fact that consumer foreign bias is found with both mundane and widely available products, expensive and inexpensive products, and conspicuous and non-conspicuous goods challenges the assumption that this phenomenon is simply traditional prestige-consumption behavior. Future research needs to be directed at measuring the CX construct and examine potential antecedents of such a behavior.

KeywordsAsia Pacific
China
Consumer Xenocentrism
Xenocentrism
JournalAsia Pacific Journal of Marketing and Logistics
Journal citation28 (1), pp. 73-91
ISSN1758-4248
Year2015
PublisherEmerald
Digital Object Identifier (DOI)https://doi.org/10.1108/APJML-11-2014-0158
Web address (URL)https://www.emeraldinsight.com/1355-5855.htm
Publication dates
Published31 Dec 2015

Related outputs

Institutionalizing diversity and inclusion engaged marketing (DIEM) for multicultural marketplace wellbeing
Kipnnis, E., Demangeot, C., Pullig, C., Cross, S., Cui, C., Galalae, C., Kearney, S., Licsandru, Mari, C., Martin-Ruiz, V., Swanepoel, S., Vorster, L. and Williams, J. 2020. Institutionalizing diversity and inclusion engaged marketing (DIEM) for multicultural marketplace wellbeing. Journal of Public Policy & Marketing. Advanced online publication. https://doi.org/10.1177/0743915620975415

Comorbidity of compulsive buying and brand addiction: An examination of two types of addictive consumption
Mrad, M. and Cui, C. 2020. Comorbidity of compulsive buying and brand addiction: An examination of two types of addictive consumption. Journal of Business Research. 113, pp. 399-408. https://doi.org/10.1016/j.jbusres.2019.09.023

Brand addiction in the contexts of luxury and fast-fashion brands
Mrad, M., Majdalani, J., Cui, C. and Khansa, Z. El 2020. Brand addiction in the contexts of luxury and fast-fashion brands. Journal of Retailing and Consumer Services. 55 (July) 102089. https://doi.org/10.1016/j.jretconser.2020.102089

Ethnic marketing to the global millennial consumers: Challenges and opportunities
Licsandru, T.C. and Cui, C. 2019. Ethnic marketing to the global millennial consumers: Challenges and opportunities. Journal of Business Research. 103, pp. 261-274. https://doi.org/10.1016/j.jbusres.2019.01.052

Subjective social inclusion: A conceptual critique for socially inclusive marketing
Licsandru, T.C. and Cui, C. 2018. Subjective social inclusion: A conceptual critique for socially inclusive marketing. Journal of Business Research. 82, pp. 330-339. https://doi.org/10.1016/j.jbusres.2017.08.036

Brand addiction: Exploring the concept and its definition through an experiential lens
Cui, C., Mrad, M. and Hogg, M.K. 2018. Brand addiction: Exploring the concept and its definition through an experiential lens. Journal of Business Research. 87 (February), pp. 118-127. https://doi.org/10.1016/j.jbusres.2018.02.028

Asia's materialists: Reconciling collectivism and materialism
Awanis, S., Schlegelmilch, B. and Cui, C. 2017. Asia's materialists: Reconciling collectivism and materialism. Journal of International Business Studies. 48 (8), pp. 964-991. https://doi.org/10.1057/s41267-017-0096-6

Brand addiction: conceptualization and scale development
Mrad, M. and Cui, C. 2017. Brand addiction: conceptualization and scale development. European Journal of Marketing. 51 (11-12), pp. 1938-1960. https://doi.org/10.1108/EJM-10-2016-0571

Consumer susceptibility to the credit card misuse and indebtedness
Awanis, S. and Cui, C. 2014. Consumer susceptibility to the credit card misuse and indebtedness. Asia Pacific Journal of Marketing and Logistics. 26 (3), pp. 408-429. https://doi.org/10.1108/APJML-09-2013-0110

Editorial: Multicultural perspectives in customer behaviour
Piacentini, M. and Cui, C. 2010. Editorial: Multicultural perspectives in customer behaviour. Journal of Marketing Management. 26 (11-12), pp. 993-1004. https://doi.org/10.1080/0267257X.2010.508969

Factors facilitating and impeding the development of export market-oriented behavior: A study of Hong Kong manufacturing exporters
Cadogan, J., Cui, C., Morgan, R. and Story, V.M. 2006. Factors facilitating and impeding the development of export market-oriented behavior: A study of Hong Kong manufacturing exporters. Industrial Marketing Management. 25 (5), pp. 634-647. https://doi.org/10.1016/j.indmarman.2005.06.014

A cross-cultural study of the role of religion in consumers' ethical positions
Cornwell, B., Cui, C., Mitchell, V., Schlegelmilch, B., Dzulkiflee, A. and Chan, Joseph 2005. A cross-cultural study of the role of religion in consumers' ethical positions. International Marketing Review. 22 (5), pp. 531-546. https://doi.org/10.1108/02651330510624372.

Measuring consumers' ethical position in Austria, Britain, Brunei, Hong Kong, and USA
Cui, C., Michell, V., Schlegelmilch, B. and Cornwell, B. 2005. Measuring consumers' ethical position in Austria, Britain, Brunei, Hong Kong, and USA. Journal of Business Ethics. 62 (1), pp. 57-71. https://doi.org/10.1007/s10551-005-8501-7

Permalink - https://westminsterresearch.westminster.ac.uk/item/v0x2v/consumer-xenocentrism-in-china-an-exploratory-study


Share this
Tweet
Email

Usage statistics

3 total views
0 total downloads
0 views this month
0 downloads this month
These values are for the period from September 2nd 2018, when this repository was created

Export as