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Ethnocentricism and Country of Origin Effects: Literature Review by Doreen Soutar

The literature review is divided into three main sections: the first section looks at the background into models of purchasing behaviour developed out of psychological research, such as the Theory of Reasoned Action (TRA) proposed by Fishbein and Azjen (1975) and the Theory of Planned Behaviour (Azjen, 1991).

These psychological models began to adapted for use in business research in the late nineties and early 2000s with models developed by Kotler (2000) and Hawkins et al (2001). From simple early models, theories of purchasing behaviour have become more complex over the years, and have attempted to account for both rational and non-rational aspects of behaviour, as well as social and cognitive aspects of purchasing trends. Read more

Ethnocentrism and Country of Origin Effects: Introduction by Doreen Soutar

Ethnocentrism and Country of Origin Effects: Introduction and Literature Review by Doreen Soutar

Overview

Being able to predict the future purchasing intentions of consumers is a very important capability to any business, and attempts to understand the processes involved in purchasing decisions in consumers has developed and diversified over the last forty years. With the increase of globalisation, the country-of-origin (COO) effect is a line of enquiry which is highly relevant to businesses wishing to expand their range of operations. Read more