Download or read book For Love of Country? Consumer Ethnocentrism in China, South Korea, and the United States written by Jinnie Yoo and published by . This book was released on 2014 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This cross-cultural comparison aims to understand whether the influence of consumer ethnocentrism (CE) on consumer preference for domestic versus foreign products is product category and country of origin (COO) dependent. Three countries with dissimilar cultural orientation and economic status -- China, South Korea, and the United States -- were examined. American consumers were found to be more ethnocentric than Chinese and South Korean consumers. CE was found to significantly and positively predict American and Korean consumers' preference for domestic products across product categories, while Chinese consumers' CE did not translate into their preference for Chinese products. In addition, the relationship between CE and purchase preference varied across product categories as well as COOs.