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JOURNAL OF BUSINESS DIVERSITY

Demographic Influences on Consumer Ethnocentrism: A Two-Study Analysis

Demonstrating How Industry-Specific Personal Characteristics Impact the Occupation, Education, Marital Status, Sex and Race Dynamic

Author(s): William T. Neese, Shelley A. Davis

Citation: William T. Neese, Shelley A. Davis, (2017) "Demographic Influences on Consumer Ethnocentrism: A Two-Study Analysis Demonstrating How Industry-Specific Personal Characteristics Impact the Occupation, Education, Marital Status, Sex and Race Dynamic," Journal of Business Diversity, Vol. 17, Iss. 2, pp. 90-103

Article Type: Research paper

Publisher: North American Business Press

Abstract:

Two national surveys were conducted in the United States to test the influence of seven demographic variables on consumer ethnocentrism. Study 1 suggests a social class influence (education and occupation) on consumer ethnocentrism towards automobile brands in the United States, plus a significant relationship between marital status and consumer ethnocentrism. Study 2 tests the impact of U.S. automobile industry-specific knowledge, beliefs, and job-related behavior on ethnocentrism using similar demographic variables. Without considering industry-specific measures, occupation again significantly impacts consumer ethnocentricity among participants. However, when industry-specific measures are included, the underlying influence of gender and race on consumer ethnocentrism is revealed.