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Unraveling consumer xenocentrism: the interplay of culture and personality antecedents

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  • José I. Rojas-Méndez

    (Carleton University, Canada)

  • Flavia B. Chinelato

    (Pontifical Catholic University of Peru, Peru)

  • Golnoush Zeidabadi

    (Carleton University, Canada)

  • Laura Juárez

    (Universidad Europea de Madrid, Spain)

Abstract

This study investigates the factors influencing consumer xenocentrism in Brazil and Iran, focusing on cultural dimensions (horizontal-vertical individualism-collectivism) and personality traits (extraversion, agreeableness, conscientiousness, neuroticism, intellect/imagination). Using robust psychometric measures and hierarchical regression analyses, the research reveals that cultural dimensions, particularly vertical individualism, have a more significant impact on xenocentric attitudes than individual personality traits. Consumers with high power distance and individualistic orientations are more prone to xenocentric behavior, influenced by factors such as acceptance of hierarchical structures, societal norms, aspiration for status, and autonomy. The study contributes to understanding consumer xenocentrism in diverse cultural contexts, emphasizing the importance of considering cultural and societal influences in analyzing consumer behavior in a globalized marketplace.

Suggested Citation

  • José I. Rojas-Méndez & Flavia B. Chinelato & Golnoush Zeidabadi & Laura Juárez, 2024. "Unraveling consumer xenocentrism: the interplay of culture and personality antecedents," ABEM Conference Proceedings, Academy of Business and Emerging Markets (ABEM), Canada, number 023470, July.
    • Handle: RePEc:ris:abemcp:023470
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