1. Snapshot project BY : DAVINDER PAL SINGH 125 SANGAM
LALSIVARAJU - 138
2. Hero Hondas patriotic ad2 3. Concept
EthnocentrismEthnocentric individuals tend to view their group as
superior to others. As such, they view other groups from the
perspective of their own, and reject those that are differentand
accept those that are similar Consumer ethnocentrism gives
individuals an understanding of what purchases are acceptable to
the in-group, as well as feelings of identity and belonging.3 4.
Polycentric For consumers who are not ethnocentric, or polycentric
consumers, products are evaluated on their merits exclusive of
national origin etcConsumers who tend to be less ethnocentric are
those who are young, those who are male, those who are better
educated, and those with higher income levels Courtesy: (Balabanis
et al., 2001; Good & Huddleston, 1995; Sharma et al., 1995)4 5.
Ethnocentrism patriotism was found to be the most important motive
for consumer ethnocentrism.Consumer ethnocentrism specifically
refers to ethnocentric views held by consumers in one country, the
in-group, towards products from another country, the out-group
(Shimp & Sharma, 1987)Consumers may believe that it is not
appropriate, and possibly even immoral, to buy products from other
countries.5 6. Contd In Turkey, patriotism was found to be the most
important motive for consumer ethnocentrism. it was theorized due
to Turkey's collectivist culture.In USA a strong positive
relationship between high ethnocentrism and country-based bias in
the evaluation of automobiles.India Ethnocentrism to polycentrism6
7. 7Q&A 8. 8
