This literature review is divided into three main sections: This section looks at The Country of Origin (COO) Effect…
Shankarmahesh (2006) suggested that ethnocentrism can be the result of a combination of four issues: socio-psychological, economic, political and socio-demographic.
Erdogan & Uzkurt (2010) found that ethnocentrism varies with socio-demographic and biological variations, such as gender, age, education, and income. They also discovered that individuals who tend to be less ethnocentric in general tend to have more favourable attitudes, beliefs and intentions towards foreign products. Watson & Wright (2000) suggest that older, female, less wealthy and less educated individuals are more likely to be ethnocentric, and the opposite is also the case. Read more