Applying Configurational Theory to Build a Typology of Ethnocentric Consumers

International Marketing Review, Forthcoming

Posted: 14 Apr 2015

See all articles by Sven Feurer

Sven Feurer

Karlsruhe Institute of Technology (KIT), Institute of Information Systems and Marketing (IISM)

Elisa Konya-Baumbach

University of Mannheim - Department of Marketing

Arch G. Woodside

Boston College - Department of Marketing

Date Written: January 23, 2015

Abstract

Purpose: Individuals showing high consumer ethnocentrism (CE) prefer domestic over foreign-made products and their preferences may contribute to barriers to international market entry. Therefore, how to identify such consumers is an important question. Shankarmahesh’s (2006) review reveals inconsistencies in the literature with regard to CE and its antecedents. To shed theoretical and empirical light on these inconsistencies, the study here contributes two new perspectives on CE: (1) a typology that classifies ethnocentric consumers by the extent to which they support government-controlled protectionism and consumer-controlled protectionism, and (2) a configurational (recipe) perspective on the antecedents.

Design/methodology/approach: The study applies fuzzy-set qualitative comparative analysis (fsQCA) of survey data from 3,859 consumers. The study contrasts the findings with findings using traditional statistical hypotheses testing via multiple regression analysis (MRA).

Findings: The results reveal several configurations of antecedents that are sufficient for consistently explaining three distinct types of CE. No single antecedent condition is necessary for high CE to occur.

Practical implications: The findings help international marketing strategists in their market entry decisions and in their targeting and segmentation efforts.

Originality/value: The authors show the value of asymmetrical thinking about the relationship between CE and its antecedents. The results expand understanding of CE and challenge conventional net-effects thinking about its antecedents.

Keywords: Buyers, Consumer Ethnocentrism, Methods, fsQCA

JEL Classification: M31

Suggested Citation

Feurer, Sven and Konya-Baumbach, Elisa and Woodside, Arch G., Applying Configurational Theory to Build a Typology of Ethnocentric Consumers (January 23, 2015). International Marketing Review, Forthcoming, Available at SSRN: https://ssrn.com/abstract=2594212

Sven Feurer (Contact Author)

Karlsruhe Institute of Technology (KIT), Institute of Information Systems and Marketing (IISM) ( email )

Karlsruhe, 76131
Germany

Elisa Konya-Baumbach

University of Mannheim - Department of Marketing ( email )

L5, 1
Mannheim, 68131
Germany

Arch G. Woodside

Boston College - Department of Marketing ( email )

Fulton Hall 450D
140 Commonwealth Ave
Chestnut Hill, MA 02467
United States

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