El etnocentrismo y la animosidad del consumidor como antecedentes de la intención de compra de productos extranjeros
- Pindado García, Julio (coord.)
- Payne, Gregory (coord.)
Publisher: Escuela Superior de Gestión Comercial y Marketing, ESIC
ISBN: 978-84-7356-556-1
Year of publication: 2008
Volume Title: Comunicaciones
Volume: 2
Pages: 24
Congress: Asociación Europea de Dirección y Economía de Empresa. Congreso Nacional (22. 2008. Salamanca)
Type: Conference paper
Abstract
This research focuses on studying two socio-psychological factors which can influence consumers� purchase decisions related to foreign products. Consumer animosity and ethnocentrism have gained considerable attention in international marketing literature as a determinant of purchase behavior towards foreign products. The proposed model seeks to test the influence of both variables, which have been scarcely studied, on consumer purchase intention. Our results show that consumer negative emotions towards a country can reinforce consumer ethnocentrism and decrease intentions to buy foreign products.
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