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Examples Of Consumer Ethnocentrism

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2.4 Consumer Ethnocentric Tendency (CET) According to Matic (2013), consumer ethnocentrism elucidates the reason for which consumers choose domestic over foreign products and besides, it identifies the significant impact on the strength of consumers’ ethnocentric tendencies. Ethnicity plays a role in shaping attitudes towards foreign brands, depending on social and historical reasons (Abraham, Patro). CET involves an inclination of buyers to turn away from imported products, irrespective of their prices and quality, due to nationalistic reasons (Shankarmahesh, 2006). Shimp and Sharma (1987) have equally considered non-ethnocentric consumers. As deemed right by them, this type of consumers regard foreign products as objects to be evaluated on …show more content…

These factors and their effects on CET have been shown in Figure 2.4.2. 13 Figure 2.4.2: Antecedents and Their Effects on Consumer Ethnocentrism: A Framework Adapted from Jain and Jain (2013) and Shankarmahesh (2006) Socio-Psychological Antecedents Patriotism The following hypothesis will elaborate on the patriotism level, as far as ‘Made in Moris’ is concerned: H1: There is a significant difference in consumer ethnocentrism, based on patriotism. Stearns et al (2003) have defined patriotism as the positive emotions and loyalty one feels for a country. Moreover, studies conducted by Nagashima (1970) has expanded the concept of patriotism and CET, implying that consumers develop a positive perception of the local products, compared to foreign ones, that is they act favorably, evaluating their own country’s brands. Bandara et al (2012) have described an ethnocentric person as one who may judge other groups, pertaining to cultural dimensions of language, behavior, customs, and religion of his or her own group. Nevertheless, ‘Made in Moris’ brand has had a warm welcome for the …show more content…

Conservatism H2: There is a significant difference in consumer ethnocentrism as far as conservatism is concerned. Sharma et al (1995) have defined conservative persons as those who keep alive traditions and social institutions, passing through difficult times and changes successfully. The authors adjoined that conservatism exhibit intolerance, perseverance on strict rules and punishments. They also found a positive relationship between CET and conservatism. The campaign ‘ena nou lamain ladan’ of the collective brand ‘Made in Moris’ depicts the traditions of the elderly persons, that is it involves the local brands in existence since years in Mauritius. It did not neglect children and youngsters while broadcasting it. Collectivism The authors have equally considered the collectivist goals whereby consumers in group reveal more ethnocentric tendencies, compared to individualist people. Thus, this gives rise to a positive correlation between CET and collectivism as per previous studies carried out by Sharma et al (1995). Salience Salience is the risk from foreign competition to the domestic industry and local workers. (Jain and Jain, 2013). There exists a positive relationship between salience and CET, according

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1 - Consumerism developed in America during the early twentieth century in large part due to the boom in industry created by Europe 's inability to create goods after World War I. Combined this with American inventions such as Henry Ford’s assembly line and Americans had money to spend (Schultz, 2013). With the advent of an electrical distribution system, Americans had electricity in their homes for the first time, which led to the desire for all types of electrical appliances to make life easier. All these new products meant that companies had to get the word out about their products which ignited the advertising industry, which led to even more consumerism. Mix into this recipe, the growing credit industry, and you had consumerism like

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What is conservatism? Well, conservatism is a standard value and idea with resistance to change. Conservatism was mentioned a lot in the 1980's. One of our many president's elections implied the return of conservatism. The known Conservative was the United States 40th President Ronald Reagan.

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Joshua Shavel Consumer Nation 10/5/17 How Consumerism Changed America America is often described as a nation of consumers. This description usually has a negative tone, implying that Americans are materialistic, and in comparison to the majority of other countries, this is true. Many people accuse Americans of having a level of consumption that is actually wasteful in a lot of ways. Finding the difference between “needs” and “wants” is difficult in a consumer nation, where options are almost limitless. Consumerism can also bring about positive change, though, and this is especially true in the United States.

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Within this critical literature review, the article which will be under analysis is “low- income families and coping through brands: Inclusion or stigma?” which was written by Kathy Hamilton in 2012. The article concentrates on the coping strategies used by single parents and low-income families to avoid stigmatisation and threats upon their social identities. Therefore, to avoid stigmatisation these low-income families may take part in conspicuous consumption where families may spend a lot of money on luxury goods to make themselves look better, which can give them a sense of economic power and acceptance within society. However, due to the rise of ‘chav’ culture surrounding single mothers, it can be much harder to move away from stigmatisation,

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Consumption In Aldous Huxley’s “Brave New World”, the concepts of consumerism and utopia are continuously compared and discussed in tandem with one another to decide if any correlation between them is present. Although people may argue that the humans belonging to the World State are happy, their lack of simple human pleasures such as love, religion, intellect, free will, etc, denies the people of actual joy. Since the government is what controls these pleasures by glorifying consumption, the World State’s culture and consumerism must interrelate. The government's control of common human experiences and characteristics such as love, pain, religion, and free will result in the total dependence on the state.

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A consumerism makes the community and economy stable which is the goal of the society. In Brave New World, the motto of the government is “community, identity, and stability” (6). Claim: A consumer economy makes the society of Brave New World which is when the most important in the economy is buying and selling of goods and services overall. Establish Evidence: In the Western civilization, Huxley would realize that consumers still make up most of the economy.

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In modern Western civilization, based on Aldous Huxley’s personal views, he implied warnings about the future of modern society throughout Brave New World. Huxley implied the dangers of technology, a big government, degrading humanity and its implication; therefore, modern citizens should be consequently thinking those dangers and how it still applies to modern civilization. If Huxley observed the daily life of modern students in western civilization, he would point out how life in Brave New World is similar to life today through technology, consumption, and how we see each other. Consumerism makes the community and economy stable, which is the goal of the society in Brave New World. In the novel, the buying and selling of goods and services are important to them in their consumer economy.

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Conservatism was an ideology in which people had ideas and beliefs to preserve the current order. Conservatives believed in tradition over reason and in the hierarchy of birth rather than liberals, who believed in the hierarchy of merit. Conservatives believed in security and stability as well. One of their great leaders, Otto von Bismarck, created social programs, health programs, and guaranteed retirement programs for society. Conservatives believed that being loyal to the state will insure that you will be protected by the state.

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Similar, to a southern conservative who learns how to behave in society, based on what they have considered socially accepted that was derived from religion. Conservatives maintain proper ethics from the lessons of the Holy Bible that teaches them right from wrong. This is the sociological idea that religion establishes moral proscriptions for behaviors. In the article “Dilemmas of Conservatism” Muller states, “Conservatives often appeal to traditions… emotional hold of such traditions, adding emotional weight to moral prescriptions” (56). Muller is describing the importance of religion to a conservative’s role in life.

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This sociological study will analyze the problem of commodity fetishism in American consumer culture. Karl Marx’s theory of commodity fetishism is a major problem in the United States due to the inability of consumers to see the intrinsic value of a commodity. American consumer culture tends to become trapped in the “magical qualities” of a product, which makes them unable to understand the object as it was made by a laborer. This abstraction of the commodity is part of Marx’s analysis of capitalist products that is separated from the labor and become valuable objects in and of themselves. This is an important sociological perspective on commodities, which creates an irrational consumer culture in the American marketplace.

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Lack of understanding local customers’ shopping habit cultures. Using a suitable strategy to adapt and match the host nation’s culture is one of the most difficult challenges that many multinational enterprises have to overcome (Alphonse 2014). According to Harzing test based on Barlett & Ghosal’s foreign market entry theory (1999), while

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WHAT IS CONSERVATISM? In the world today, and throughout recent history, conservatism has been an important part of political ideologies. The word, conservatism comes from the Latin alphabet and it means to guard and embowering. But in politics, there is no exact explanation for conservatism.

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Unilever’s personal care brand Dove was chosen since it was the first to show women in advertisements as they were. Their posters and TV commercials challenge stereotypes and draw attention to the distorted idea of how a woman has to look like. A small selection of former and recent advertisements were chosen to show the development in the brand’s marketing strategies. Since the focus of this paper will be on the representation of women, only advertisements including women are to be analyzed but still they are assumed to be characteristic of the brand’s advertising during that

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Consumerism intrudes with the workings of society by overthrowing the standard judgment wish for an adequate supply of life 's necessities, a steady family and solid associations with a manufactured continuous journey for things and the purchasing power with little respect for the genuine utility of the item purchased. In today’s World World, there is a high level of consumption which has been described as a major threat on sustainability. Even though consumerism has positive effects like motivating people to work harder in order to improve their social status and well being, it has adverse effects on the environment and the social aspect of life. Consumerism, according to the new Oxford English dictionary, means the preocccupation of society with the acquisition of consumer goods. Sustainablity, on the other hand, according to the ‘brudtland report’ was broadly defined as Development that meets the needs of the present without compromising the ability of future generations to meet their own needs.

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Ethnocentrism and its prevalence in U.S culture Ethnocentrism is judging another culture solely by the values and standards of one’s own culture. Individuals who are ethnocentric judge other groups in relation to their own ethnic group or culture. I think The United States likes to refer to themselves as the “big mixing pot” of cultures. I would agree, we do have a wide range of different cultures, but that does not mean that we do not “evaluate and judge other cultures based on how they compare to our own cultural norms.” I think us as Americans feel this way, because we are too scared to change what we have learned and known since birth.

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