MANIFESTATIONS OF SOCIO-PSYCHOLOGICAL FACTORS IN THE RESEARCH OF CONSUMER ETHNOCENTRISM

Abstract

The paper deals with the socio-psychological factors characterizing the trends of consumer ethnocentrism, which are most often used in consumer eccentricity studies, describing the main trends. The main focus is on patriotism, nationalism, conservatism, xenophobia, cultural openness, collectivism, individualism, secularism, offset product preferences. Although a large number of consumer ethnocentric research tools have been developed, practice has shown that the studies lack of the well-defined socio-psychological factors that need to be included in the content of research tools, what would allow to describe the essential conception of consumer cognitive ethnocentrism. The aim of this paper is to identify socio-psychological factors that are commonly used in consumer ethnocentric studies to characterize the underlying trends. The method of work – is systematic comparative analysis of scientific literature. The analysis of scientific literature revealed that in order to purposefully manage consumer etnocentrism, it is important to include socio-psychological factors in empirical research instruments: patriotism, nationalism, conservatism, xenophobia, cultural openness, collectivism, individualism, secularism, preferences for offshore products.

Keywords

• consumer ethnocentrism
• socio-psychological factors
• psychometric characteristics