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Consumer Xenocentrism In Russia: Analysis Of A Moderator And Consequences

Author

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  • José I. Rojas-Méndez

    (Carleton University, Canada)

  • Julia Kolotylo

    (Carleton University, Canada)

Abstract

The purpose of this study is threefold: (1) to test for external validity of the X-Scale; (2) to determine the predictive validity xenocentrism upon consumer willingness to buy foreign made products and preferences for foreign brands; and, (3) to explore the moderating effect of languages command on the relationship between xenocentrism and consumer preferences. The conceptualization is based on System Justification Theory and Social Dominance Theory. The study was carried out across Russia by means of an online survey. Results indicate that the X-Scale achieves psychometric properties, and its two dimensions of Foreign Admiration and Domestic Rejection are good predictors of preference for foreign brands. Consumer xenocentrism is manifested towards products and brands coming from developed countries as opposed to developing or transitional ones. Russian consumers are xenocentric, and the ones overall scoring higher in this construct are males, younger, and highly educated citizens. The relationship between xenocentrism and preferences for foreign brands is moderated by the number of languages spoken, with those speaking more than one language having a stronger effect. These results lead into a discussion of the nature of Russian xenocentrism and potential managerial implications.

Suggested Citation

  • José I. Rojas-Méndez & Julia Kolotylo, 2018. "Consumer Xenocentrism In Russia: Analysis Of A Moderator And Consequences," ABEM Conference Proceedings, Academy of Business and Emerging Markets (ABEM), Canada, number 023407, July.
    • Handle: RePEc:ris:abemcp:023407
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