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Consumer Ethnocentrism and Consumer Ethno-apathet-ic Tendency: An Empirical Test in China

Wang Haizhong  
Two factors are extracted from Shimp and Sharma's CETSCALE and validated through MANOVA analysis methods. The present paper proposes that the increasing xenon centrism since late Qing Dynasty of China, domestic manufacturers' violating consumers' rights and the influence of western consumer culture be the dominant factors for Chinese consumers' paradoxical psychology. The author discusses marketing implications for domestic firms, multinational companies and public organizations, and future research directions.
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