Discovering a Cultural System Using Consumer Ethnocentrism Theory
Management and International Business
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 J Mark Res 24:280–289 (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 Agribusiness 19(2):137–153 (2003), The Role of Consumer Ethnocentrism in Food Product Evaluation.
Systemic Practice and Action Research
Weber, M. J.,
Lambert, J. T.,
Conrad, K. A.,
Jennings, S. S.,
Adams, J. R.
(2018). Discovering a Cultural System Using Consumer Ethnocentrism Theory. Systemic Practice and Action Research, 31(6), 617-636.
Available at: https://aquila.usm.edu/fac_pubs/15904