For the relative importance of the antecedents on CE for China and US
For the relative importance of the antecedents on CE for China and US, nationalism was found to be the
most important determinant of CE in the US followed by gender and income. Internationalism was also
found to be important, but, contrary to our initial prediction, was positively correlated.
In the Chinese sample, nationalism had the strongest impact followed by patriotism and income. However,
the direction of the correlations between CE and patriotism in China was opposite to that hypothesized.
The overall results from this study support the theoretical speculation that the influence of patriotism,
nationalism, internationalism, as well as demographics, on consumer ethnocentrism is country specific.
Chinese consumers were found to be less ethnocentric when compared to their American counterparts.
constantly influenced by the broader political and economic environment.