The role of personal cultural orientation in consumer ethnocentrism among Indian consumers

2013 ◽  
Vol 5 (4) ◽  
pp. 235-250 ◽  
Author(s):  
Archana Kumar ◽  
Ann Fairhurst ◽  
Youn-Kyung Kim
2019 ◽  
Vol 45 (1) ◽  
pp. 31-53
Author(s):  
Manish Das ◽  
Debarshi Mukherjee

In the era of globalization and technological advancements, ethnic identity (EID) is creating both opportunities as well as challenges for domestic and international marketers in formulating suitable marketing and branding strategies. This study attempts to investigate the role of EID in shaping consumers’ ethnocentric tendencies (CET). By analyzing data obtained from 385 surveys completed by Indian consumers, the study assessed the association of EID dimensions and consumer ethnocentrism. The findings showed that Association with Local Culture, Preserving Local Culture, Feelings towards Local Culture and Local Interpersonal Relationship enhance consumers’ CET. Materialism strengthens the effects of association for three EID dimensions and ethnocentrism, whereas acculturation weakens the association for three dimensions of EID. This study contributes to the literature, especially in the understanding of social identity theory. Practically, the findings are useful to marketers and retailers dealing with consumers in India in formulating their cultural branding strategies.


2018 ◽  
Vol 36 (3) ◽  
pp. 87-97
Author(s):  
AnDaechun ◽  
김종대 ◽  
최기석 ◽  
왕진

2019 ◽  
Vol 11 (3) ◽  
pp. 299-322 ◽  
Author(s):  
Alex Anlesinya ◽  
Oluwayemisi Ajoke Adepoju ◽  
Ulf Henning Richter

Purpose This purpose of this paper is to examine cultural orientations and intention of Ghanaian women to engage in entrepreneurship while assessing the role of perceived support system. The aim is to contribute to the literature in the sub-Saharan African context where women entrepreneurs are generally under-researched, despite their increasing significant roles in socio-economic development in the continent even in the face of huge cultural barriers. Design/methodology/approach The study uses a hierarchical regression analysis and Hay’s PROCESS moderation technique to analyze survey data from 190 female students from Ghana, Africa. Findings The results indicate that uncertainty avoidance and power distance cultural orientations have significant positive and negative effects, respectively, on women’s participation in formal entrepreneurship. However, collectivism and masculine cultural orientations do not have any effect on their intention to engage in formal entrepreneurial activity. The study further shows that perceived support system has a buffering effect on the destructive consequences of power distance culture on formal entrepreneurship intentions. On the contrary, perceived support does not moderate the relationship between uncertainty avoidance, collectivism and masculine cultural and formal entrepreneurial intention. Practical implications Given the fact that most African governments are making efforts to accelerate the growth and development of their economies via entrepreneurship and economic empowerment, this study’s findings encourage stakeholders to implement measures to leverage on the positive dimensions of cultures to facilitate the development of formal entrepreneurship among Ghanaian women while mitigating the negative consequences of cultural practices. The findings further highlight the need to evaluate the current level of support given to women in Ghana. The study suggests that provision of sufficient level of support can make women more willing to challenge the status quo in power distance cultures and take personal initiatives, thereby leading to more formal entrepreneurial actions. Originality/value This study is a significant addition to women entrepreneurship literature because the role of culture in females’ intention to participate in entrepreneurship is generally an under-researched area. Besides, our examination of national cultural variation at the individual level on formal entrepreneurship intention in a heterogeneous setting is novel. The study also highlights the buffering roles of perceived support on the destructive consequences of power distance cultural orientation on formal entrepreneurial development among women.


2018 ◽  
Vol 30 (5) ◽  
pp. 1867-1888 ◽  
Author(s):  
George P. Knight ◽  
M. Dalal Safa ◽  
Rebecca M. B. White

AbstractThis paper aims to advance the scientific understanding of the role of culture, particularly cultural orientation, in development and psychopathology. We advance a theoretical framework that conceptualizes cultural orientation as a developmental construct represented by multiple psychological dimensions and social identities, and influenced by the contexts in which individuals are embedded. This perspective suggests that cultural orientation changes within individuals over time as a function of their experiences with and memberships in multiple groups, including the mainstream and ethnic culture groups, as well as a function of their normative developmental changes (i.e., the development of cognitive, social, and emotional capabilities). In addition, this framework places the development of an ethnic culture social identity (e.g., an ethnic identity) and a mainstream culture social identity in broader developmental perspectives that recognize these as two of the many social identities that are simultaneously embedded within the individual's self-concept and that simultaneously influence one's cultural orientation. To support the successful integration of culture into the study of development and psychopathology, we describe how highly reliable and valid measures of cultural orientation, indexed by individuals’ social identities, are essential for generating a scientifically credible understanding of the role of cultural orientation in development and psychopathology. Further, we detail some best research practices associated with our developmental and contextual framework, and note some important considerations for researchers interested in studying cultural orientation, development, and psychopathology.


2018 ◽  
Vol 20 (7) ◽  
pp. 2189-2209
Author(s):  
Yuri Kwon ◽  
Eunsoo Choi ◽  
Jongan Choi ◽  
Incheol Choi

2013 ◽  
Vol 14 (1) ◽  
pp. 81-106 ◽  
Author(s):  
Hyun-Hee Heo ◽  
Min-Sun Kim

This study investigates the effects of cultural orientation and the degree of disdain for robots on the preferred conversational styles in human-to-robot interactions. 203 participants self-reported on questionnaires through a computer-based online survey. The two requesting situations were intended to simulate the participants’ interactions with humanoid social robots through an Internet video-phone medium of communication. Structural equation modeling was performed to examine the mediating role of mechanistic disdain between multicultural orientation and conversational constraints. The findings reveal that between the two dimensions of multicultural orientation, only open-mindedness inversely influences mechanistic disdain. Mechanistic disdain, in turn, negatively affects three face-related conversational constraints, thereby leading to a lesser concern for robots’ feelings, for minimizing impositions on robots, and for avoiding robots’ negative evaluations. The implications of our findings on humans’ relations with virtual robot entities and on the future development of humanoid robots are discussed.


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