Celik, Bilal; E cis, Aysel
A icle
Social dominance o ien a ion and consume
xenocen ism: Media ing ole o s a us consump ion and
social compa ison
Pakis an Jou nal o Comme ce and Social Sciences (PJCSS)
P o ided in Coope a ion wi h:
Joha Educa ion Socie y, Pakis an (JESPK)
Sugges ed Ci a ion: Celik, Bilal; E cis, Aysel (2024) : Social dominance o ien a ion and consume
xenocen ism: Media ing ole o s a us consump ion and social compa ison, Pakis an Jou nal o
Comme ce and Social Sciences (PJCSS), ISSN 2309-8619, Joha Educa ion Socie y, Pakis an (JESPK),
Laho e, Vol. 18, Iss. 2, pp. 226-248
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Pakis an Jou nal o Comme ce and Social Sciences
2024, Vol. 18(2), 226-248
Pak J Comme Soc Sci
Social Dominance O ien a ion and Consume
Xenocen ism: Media ing Role o S a us Consump ion
and Social Compa ison
Bilal Celik (Co esponding au ho )
Depa men o P oduc ion Managemen and Ma ke ing, Baybu Uni e si y, Baybu , Tü kiye
Email: bcelik@baybu .edu.
Aysel E cis
Depa men o P oduc ion Managemen and Ma ke ing, A a ü k Uni e si y, E zu um, Tü kiye
Email: ay[email p o ec ed].
A icle His o y
Recei ed: 27 Ma 2024
Re ised: 14 June 2024
Accep ed: 23 June 2024
Published: 30 June 2024
Abs ac
This esea ch aims o c ea e a model ha elucida es he easons why people exhibi
xenocen ic consume endencies. In his con ex , a heo e ical amewo k desc ibing he
e olu ion o consume xenocen ism (C-XEN) was cons uc ed by in eg a ing elemen s
om di e se heo ies. Then de eloped model was analyzed wi h empi ical esea ch
in ol ing 534 pa icipan s using s uc u al equa ion modeling (SEM) wi h AMOS. The
indings indica e ha indi iduals wi h high social dominance o ien a ion a e mo e p one o
ha ing C-XEN, and p oposes ha s a us consump ion and social compa ison media es he
ela ionship be ween he social dominance o ien a ion and he eme gence o C-XEN. The
amewo k allows o g asp he psychological ac o s con ibu ing o C-XEN. In conclusion,
es able p oposi ions ha a e e i iable a e belie ed o p omo e addi ional esea ches on
he ma e going o wa d.
Keywo ds: Consume xenocen ism, social dominance o ien a ion, sys em jus i ica ion,
social compa ison, s a us consump ion.
1. In oduc ion
S a emen s like his one a e widesp ead and ep esen he inding ha , a la ge segmen o
consume s in many coun ies, consis en ly a o s o eign p oduc s in spi e o hei highe
p ices and, in some cases, lowe quali y. No ably, he obse ed endency o choose o eign
p oduc s is no limi ed o a ce ain p oduc ca ego y and ex ends beyond hose ha a e
p ominen ly consumed (Balabanis & Diaman opoulos, 2016). He ein, Muelle e al. (2010,
p. 8) s a ed ha “ he p e e ence o a ange o o eign goods a e p e e ed o e quali a i ely
simila o be e domes ic goods ha a e o en less expensi e such as p ocessed ood
Celik & E cis
227
o mula, ce eals, soaps, oo hpas e, building ma e ials, pha maceu ical, and clo hing”. In
some cases, solid an agonis ic ibe o a na ion may no hampe consume s’ c a ing o i s
me chandise (Mahmoud e al., 2021). Acco ding o Balabanis e al. (2019) he e is no
eason why people p e e o pu chase p oduc s om o he coun ies when hei own
coun y’s p oduc s a e equal o supe io in quali y. Mo eo e , consume a ini y, as
depic ed by Josiassen’s (2011) “consume a ac ion- epulsion ma ix” is a posi i e eeling
owa ds o he coun ies. Ne e heless, i does no cap u e he consume s’ gene al endency
o p e e o eign p oduc s. Since, he la e e lec s “a eeling o liking, sympa hy and e en
a achmen owa d a speci ic o eign coun y” (Obe ecke e al., 2008, p. 26). The e o e,
we a e in need o a no el idea o cla i y a ecu ing phenomenon ha bla an p e e ence o
a o eign good ou weighs i s u ili a ian supe io i y o e domes ic goods. Wi hin his
con ex , he consume xenocen ism (C-XEN) should be aken in o conside a ion as a
s uc u e ha is hough o ha e an impac on o eign p oduc p e e ences.
Recen ly, he e has been an up ick in esea ches abou consume xenocen ism. Howe e ,
he ocus o hese esea ches is p ima ily on he in luence o C-XEN on hei pu chasing
decisions (Diaman opoulos e al., 2019; Camacho e al., 2020; Rojas-Méndez & Kolo ylo,
2021; Mahmoud e al., 2021). In addi ion, a ecen concep ual esea ch by Jiang and
Ch is ian (2022) aimed o de elop a heo e ical amewo k ha iden i ies he an eceden s
o he eme gence o C-XEN. The ac emains, howe e , ha ecognizing he con ex o C-
XEN is essen ial. Since, conside ing he C-XEN as a passi e a iable will con ibu e o he
unde s anding o he easons leading o he endency and he de elopmen o solu ion
p oposals. In a global ma ke place, consume p e e ences such as quali y and p ice may be
o e shadowed by a concep called xenocen ism (Bozdağ & Du muş, 2023). The
signi icance o his esea ch lies in his pa icula a ionale. I is because o unde s and
consume inclina ion owa ds o eign p oduc s o e local ones may aids he go e nmen
and businesses in making mo e in o med choices o p omo e local indus ies. This a icle
he e o e del es in o he opic o why indi iduals end o a o i ems om o he coun ies
a he han hei own, and u ilizes di e en heo ies o unco e he unde lying easons,
gi en he lack o ex ensi e esea ch in his ield. Wi hin his con ex , he p ima y goal o
his cu en esea ch is wo old. In his sense, we begin by p o iding some con ex o he
C-XEN li e a u e. This se es as he basis o ou hypo heses. The main amewo k o he
esea ch is o es he e ec o social dominance o ien a ion on C-XEN. Unlike p e ious
esea ches, media ion analysis was designed o examine he media ion ole o s a us
consump ion, social compa ison and consume suscep ibili y o in e pe sonal in luence on
he ela ionship be ween C-XEN and social dominance o ien a ion. Insu icien esea ch
has been conduc ed on he opic. Thus, his esea ch migh be expec ed o e i y i he
exis ing scales on C-XEN a e accu a e. I will also ad ance manage ial unde s anding o
he idea o C-XEN in addi ion o he empi ical li e a u e.
Social Dominance O ien a ion and Consume Xenocen ism
228
2. Concep ual F amewo k and Hypo hesis De elopmen
2.1. Consume Xenocen ism (C-XEN)
Xenocen ism cons uc de ined as “ he iew o hings in which a g oup o he han one’s
own g oup is he cen e o e e y hing, and all o he s, including one’s own g oup, a e scaled
and a ed wi h e e ence o i ” (Ken & Bu nigh , 1951, p. 256). Recen ly, Eshleman e al.
(1993, p. 109) desc ibed xenocen ism as “ he belie ha wha is o eign is bes , ha ou
own li es yle, p oduc s, o ideas a e in e io o hose o o he s.” Xenocen ism e e s o he
endency o ele a e and p e e o he g oups ( he ou -g oup) a he expense o one ’s own,
while ha bo ing nega i e a i udes owa ds one’s own g oup ( he in-g oup) (Balabanis &
Diaman opoulos, 2016). E en hough he po en ial use ulness o xenocen ism in analyzing
consume beha io has been no iced by Muelle e al. (2010), consume s’ xenocen ic
endencies ha e ye o be ho oughly empi ically in es iga ed. In many coun ies, a la ge
segmen o consume s gene ally ends o a o o eign p oduc s consis en ly, despi e hei
highe p ices and some imes e en lowe quali y (Balabanis & Diaman opoulos, 2016). Li
and Ag awal (2014) as o la e u ilized sys em jus i ica ion heo y o cla i y shoppe
beha io s such as eusing o u ilize o den al loss. Shephe d e al. (2015) also u ilized
sys em jus i ica ion heo y o appea ha shoppe s wi h a social jus i ica ion hough
p ocess a e a o ably one-sided owa d b ands ha e lec con ol. Mo eo e , Balabanis
and Diaman opoulos (2016) emb ace sys em jus i ica ion heo y as he concep ual
ounda ion o he C-XEN build. The basis o he p oposi ion ha he C-XEN is igge ed
by signi ican di e ences in e ms o socioeconomic s a us is he ac o sys em jus i ica ion
de ined as he “psychological p ocess by which exis ing social a angemen s a e
legi imized, e en a he expense o pe sonal and g oup in e es s” pu o wa d by he sys em
jus i ica ion heo y (Jos & Banaji, 1994, p.2).
C-XEN de ined as: “an indi idual’s p e e ence o he p oduc s o se ices o a socie y
o he han hei own. A p opensi y o a e and scale all p oduc s and se ices in e e ence
o his o eign socie y and no hei own.” (Law ence, 2012, p.18). While C-XEN is a global
phenomenon, i is mo e p e alen in de eloping socie ies such as La in Ame ica.
Resea che s claimed ha behind he cus ome s’ xenocen ic p opensi y is an endea o o
de elop a posi i e image and gain sel -es eem in such socie ies (Ge & Belk, 1996; Gau
e al., 2015). I is due o easons like ex e nal dependency, cul u al impe ialism and a
dominan inequali y in socioeconomic s a us be ween classes in coun ies ha a e gene ally
classi ied as unde de eloped o de eloping g oup/s (Mon e o, 1986). I is p oposed ha o
some consume s, in e nalized di e ences in hei home coun y’s ela i e s anding e sus
o he coun ies will esul in a de oga ion o domes ic goods, as well as a gene alized
endency o seek o eign p oduc s as signals o pe cei ed highe s a us (Balabanis &
Diaman opoulos, 2016). The e o e, C-XEN is explici ly de ined as a consume ’s
in e nalized pe cep ion ha domes ic p oduc s a e in e io and a ela ed inclina ion o
choose o eign i ems o social agg andizemen goals (Balabanis & Diaman opoulos,
Celik & E cis
229
2016). Based on he p eceding in o ma ion, i can be hypo hesized ha he C-XEN cycle
ope a es as illus a ed below.
Figu e 1: Causal Loop Diag am o C-XEN
Sou ce: Au ho s’ Own Illus a ion Based on he Li e a u e
2.2. Social Dominance O ien a ion
Social dominance o ien a ion inco po a es a “gene al a i udinal o ien a ion owa d
in e g oup ela ions, e lec ing whe he one gene ally p e e s such ela ions o be equal,
e sus hie a chical, ha is, o de ed along a supe io -in e io dimension” (P a o e al.,
1994, p. 742). “Among membe s o low s a us g oups, an opposi ion o inequali y may be
iewed as a sign o in e nalized in e io i y” (Jos & Thompson, 2000, p. 211–212), whe eas
opposi ion o equali y is a mani es a ion o g oup sel -in e es o membe s o high-s a us
g oups (Balabanis & Diaman opoulos, 2016). Gi en ha pe cei ed in e io i y is a de ining
ea u e o C-XEN, i is assumed ha he C-XEN will be closely linked o social dominance
o ien a ion (Balabanis & Diaman opoulos, 2016). Social dominance o ien a ion e lec s he
Consume
Xenocen ism
Pe cei ed
In e io i y
Social
Agg andizemen
Social Dominance O ien a ion and Consume Xenocen ism
230
ex en o indi iduals’ desi e o g oup-based dominance and inequali y. These aspi a ions
a e exp essed h ough indi idual ac s o disc imina ion and pa icipa ion in in e g oup and
ins i u ional p ocesses ha p oduce be e ou comes o aids han subo dina es. One way
o jus i y he disc imina o y ac ions o indi iduals wi h a high social dominance o ien a ion
is o suppo a wide a ie y o legi ima ing my hs ha hold he idea ha dominan and
subo dina e g oups dese e ela i e posi ions o supe io i y and in e io i y in he social
hie a chy (P a o e al., 2006). In his con ex , indi iduals wi h high social dominance
o ien a ion gene ally accep and y o p o ec hie a chy o inequali ies ela ed o i .
Indi iduals wi h low social dominance o ien a ion, on he o he hand, oppose he
inequali ies ha a ise in connec ion wi h hie a chy and suppo ideologies ha educe
hie a chy (P a o e al., 2006).
Acco ding o Jos (2001), he impo ance o de aluing he in g oup, beli ling and aluing
he ou g oup, and aising i is p ima ily dependen on suppo ing he s a us. In a way, his
implies suppo ing he hie a chy. As a esul , pe sons wi h a s ong social dominance
o ien a ion may accep policies ha ein o ce hie a chy by legi imizing belie s ha
s eng hen hie a chy, which may esul in C-XEN. Fo high-s a us g oup membe s,
opposi ion o equali y o ad ocacy o hie a chy is iewed as a e lec ion o he g oup’s
sel -in e es . In con as , opposi ion o inequali y among membe s o low-s a us g oups was
seen as a sign o in e nalized eelings o inadequacy (Jos & Thompson, 2000). In his
con ex , indi iduals wi h high social dominance o ien a ion can be expec ed o ha e mo e
C-XEN, since in e nalized inadequacy pe cep ion is also a de e minan o C-XEN
(Balabanis & Diaman opoulos, 2016). Hence, he ollowing hypo hesis is p oposed:
➢ H1a. Social dominance o ien a ion has a posi i e e ec on C-XEN.
2.3. S a us-Seeking and S a us Consump ion
Acco ding o Packa d (1960) s a us seeke s a e indi iduals who cons an ly s i e o laun
hei possessions and posi ion hemsel es as supe io o o he s. This explana ion
emphasizes he impo ance o ma e ial success and s a us goods in he pu sui o social
s a us. In his manne , s a us seeke s a e no mainly conce ned wi h he asking p ice o any
gi en commodi y, bu a he wi h assu ances ha he s a us ad an ages om acqui ing he
goods would be subs an ial. Addi ionally, as s a us is di ec ly ela ed exhibi weal h in hei
eyes, i ollows ha when p ice inc eases, a p oduc ’s social use ulness imp o es, gi ing
he supplie o s a us p oduc s wi h a clea chance o ex ac conside able p o i s o e
p oduc ion cos s (Mason, 1985). Mo eo e , s i ing o s a us is in insically linked o he
desi e o powe and mone a y ad an ages like he weal hy leisu e class’s “conspicuous
consump ion” (Veblen, 1899). Eas man e al. (1999, p. 42) de ined s a us consump ion as
“ he mo i a ional p ocess by which indi iduals s i e o imp o e hei social s anding
h ough he conspicuous consump ion o consume p oduc s ha con e and symbolize
s a us bo h o he indi idual and su ounding signi ican o he s.” Mo eo e , as
conspicuous consump ion is pu chasing a mo e expensi e objec o boos one’s ego, a
desi e o s a us en ails pu chasing some hing ha signi ies s a us o bo h he indi idual
Celik & E cis
231
and hose a ound hem. Consump ion o s a us p oduc s may hus help indi iduals in hei
a emp o sel -es eem and social app o al. As men ioned, C-XEN is a global phenomenon
bu i is mo e p e alen in de eloping socie ies. I is because he cus ome s’ xenocen ic
endency s ems om a desi e o es ablish a posi i e image and gain sel -es eem in such
socie ies (Ge & Belk, 1996; Gau e al., 2015). Thus, he hypo hesis p o e ed is as
ollows:
➢ H2a. Social dominance o ien a ion has a posi i e e ec on s a us consump ion.
➢ H2b. S a us consump ion has a posi i e e ec on C-XEN.
➢ H2c. S a us consump ion media es he ela ion be ween social dominance
o ien a ion and C-XEN.
2.4. Social Compa ison and Consump ion
The g oups a e socioeconomically unequal. Fo his eason, he e is a endency o compa e
be ween g oups (own g oup; in-g oup) and (o he g oups; ou -g oup) o indi iduals
(Ho nsey, 2008). Social compa isons a e psychological mechanisms ha in luence
people’s judgmen s, expe iences, and beha io s. Du ing a social compa ison p ocess, he
indi idual’s sel -e alua ions, emo ions, beha io s and in e pe sonal ela ionships a e
a ec ed (Co co an e al., 2011). Social compa ison heo y, which was o iginally p oposed
by Fes inge (1954), asse ed ha indi iduals need o compa e and con as hei own ideas
and hough s wi h o he s. Fes inge (1954) p esen ed a se o es able de i a i es o
in e pe sonal p ocesses. Indi iduals usually p e e o compa e wi h o he s conside ed o be
be e . This suppo s Fes inge ’s (1954) “upwa d d i e” hypo hesis. Howe e , upwa d
social compa isons migh be h ea ening o one’s sel (Mo se & Ge gen, 1970; Tesse ,
1988; Zheng e al., 2022).
P e ious esea ches also explained ha social compa ison pe o med o e social
ne wo king pla o ms igge s emo ion-based impulsi e buying beha io , pa icula ly in
young and young adul s (Ogden & Venka , 2001; Liu e al., 2019). Acco ding o Hanus
and Fox (2015) indi iduals compa e hei own ma e ial asse s wi h hei pee s and/o media
celeb i ies in o de o ob ain ex e nal sa is ac ion. Also, he p ima y d i e s ha lead people
o compa e hemsel es o o he s (pee s and media celeb i ies) and how his compa es o
compulsi e pu chasing beha io we e documen ed by esea che s (Pham e al., 2012 &
Ree es e al., 2012). Thus, i is es ima ed ha he widesp ead use o social media and mo ie
s eaming si es among young and young adul s will lead o social compa ison. I can be
expec ed ha he endency o C-XEN will inc ease as a esul o social compa ison,
especially in such pla o ms whe e s ong global b ands a e gi en mo e space. Conside ing
ha indi iduals gene ally p e e o compa e wi h o he s who a e hough o be be e , i can
be expec ed ha social compa ison will play a media ing ole be ween social dominance
o ien a ion and C-XEN. Thus, he ollowing hypo hesis is p oposed:
Social Dominance O ien a ion and Consume Xenocen ism
232
➢ H3a. Social dominance o ien a ion has a posi i e e ec on social compa ison.
➢ H3b. Social compa ison has a posi i e e ec on C-XEN.
➢ H3c. Social compa ison media es he ela ion be ween social dominance
o ien a ion and C-XEN.
2.5. Consume Suscep ibili y o In e pe sonal In luence
People o ganize hei p e e ences, a i udes and beha io s o con o m o he no ms o he
g oup (Cialdini & Golds ein, 2004). Mo eo e , people belong o one o mo e g oups wi h
social hie a chies and o en pay a en ion o social hie a chies wi hin he g oup o achie e
success in social in e ac ion, pe sonal pe o mance, and g oup adjus men (Chiao e al.,
2004; Kim e al., 2021). Pa icula ly, in socie ies whe e a collec i e li es yle is adop ed,
he beha io o he indi idual is mo e sensi i e o in e pe sonal in luence. In his sense,
consume suscep ibili y o in e pe sonal in luence has been s a ed as he desi e and
expec a ion o o he s’ app o al o pu chasing decisions h ough he p oduc s and b ands
pu chased and used, as well as moni o ing o he s and seeking in o ma ion (Bea den e al.,
1989). In his sense, Deu sch and Ge a d (1955) p oposed ha in e pe sonal in luence
mani es s i sel h ough ei he no ma i e o in o ma ional in luences. As i is e iden om
he s a emen , consume suscep ibili y o in e pe sonal in luence impac s p oduc
p e e ences in he o m o a no ma i e e ec on one side and an in o ma ion e ec on he
o he .
No ma i e social in luence has been de ined as “an in luence o con o m o he posi i e
expec a ions o ano he ” his e ec occu s depending on he e e ence g oup. An
in o ma ional social in luence can be de ined as “an in luence o accep in o ma ion
ob ained om ano he as e idence abou eali y” (Deu sch & Ge a d, 1955, p. 629).
Indi iduals who a e willing o build an image ela ed o he g oup hey e e o ha e a high
le el o con o mi y wi h he expec a ions o he g oup membe s hey belong o. This
si ua ion is expec ed o be ela ed o social agg andizemen , which is one o he componen s
o he C-XEN (Balabanis & Diaman opoulos, 2016). Because he e may be an exagge a ion
owa ds he e e ence g oup, in o he wo ds, he e e ence g oup may be idealized. As wi h
he C-XEN endency, he e is he aim o ob aining s a us, c ea ing an image and adap ing
o he expec a ions o he e e ence g oup. Hence he ollowing hypo hesis is p oposed:
➢ H4a. Social dominance o ien a ion has a posi i e e ec on consume
suscep ibili y o in e pe sonal in luence.
➢ H4b. Consume suscep ibili y o in e pe sonal in luence has a posi i e e ec on
C-XEN.
➢ H4c. Consume suscep ibili y o in e pe sonal in luence media es he ela ion
be ween social dominance o ien a ion and C-XEN.
Celik & E cis
233
2.6. Concep ual Model
The p eceding discussion leads o he concep ual model depic ed in Figu e 1. The dashed
lines, which ep esen he media ed e ec s in his model, examined by his esea ch. The
solid lines ep esen he ela ionships ha ha e been alida ed by p e ious esea ches.
3. Me hodology
This esea ch was conduc ed o see he e ec s o social dominance o ien a ion on C-XEN as a
causal a ibu ion o ou -g oup bias in p oduc s p e e ences in e ms o di e en samples.
Unlike p e ious esea ches on he subjec , he media ion e ec s o s a us consump ion,
consume suscep ibili y o in e pe sonal in luence and social compa ison we e examined.
Social Dominance
O ien a ion
Consume
Xenocen ism
S a us Consump ion
Consume
Suscep ibili y o
In e pe sonal
In luence
Social Compa ison
Figu e 2: Concep ual Model
Social Dominance Theo y
Sys em Jus i ica ion Theo y
The Theo y o he Leisu e
Class
Re e ence G oup Theo y
H2a
H3a
H4a
H4b
H3b
H2b
H1a
H2c: Social Dominance O ien a ion → S a us Consump ion → Consume Xenocen ism
H3c: Social Dominance O ien a ion → Social Compa ison → Consume Xenocen ism
H4c: Social Dominance O ien a ion → Consume Suscep ibili y o In e pe sonal In luence →
Consume Xenocen ism
Social Compa ison
Theo y
Social Dominance O ien a ion and Consume Xenocen ism
240
Table 4: To al, Di ec , and Indi ec E ec s o Social Dominance O ien a ion on
Consume Xenocen ism
E ec
(SE)
- alue
p- alue
95% CI
To al e ec
0.198
0.037
5.411
0.000
[0.126, 0.269]
S a us Consump ion as media o
Di ec e ec
0.035
0.029
1.204
0.229
[-0.022, 0.093]
Indi ec e ec
0.162
0.030
[0.105, 0.225]
Social Compa ison as media o
Di ec e ec
0.114
0.029
3.883
0.000
[0.056, 0.171]
Indi ec e ec
0.084
0.025
[0.036, 0.134]
Consume Suscep ibili y o In e pe sonal In luence as media o
Di ec e ec
0.161
0.032
5.107
0.000
[0.099, 0.223]
Indi ec e ec
0.037
0.020
[0.000, 0.076]
5. Discussion and Conclusion
This esea ch de eloped and es ed a esea ch model based on heo e ical con ibu ions
desc ibes he ela ionship be ween psycho-cul u al phenomena and a i udinal endencies
a ec C-XEN. The indings con i med he basic esea ch model [social dominance
o ien a ion → consume xenocen ism], which is conside ed om he pe spec i e o
sys em jus i ica ion heo y and social dominance heo y. I means ha social dominance
o ien a ion posi i ely a ec s C-XEN. I shows ha he s uc u al ela ionships and
heo e ical in as uc u e in he esea ch model de eloped and es ed in line wi h he
pu pose o he esea ch a e consis en wi h he exis ing li e a u e (Balabanis &
Diaman opoulos, 2016). Social dominance heo y says ha when highe s a us g oups
oppose equali y, i is because hey wan o p o ec hei own in e es s, and when lowe -
s a us g oups oppose equali y, i is because hey eel inadequa e (Bobo & Kluegel, 1993;
Jos & Thompson, 2000). This scena io is simila o expe iencing an in e io i y complex
compa ed o o he s, which is a con ibu ing ac o o C-XEN. Because pe cei ed in e io i y
in membe s o socio economically low-s a us g oups os e a s ong desi e o inc ease he
indi idual’s s a us. As a esul , membe s o g oups a lowe le els in e ms o socio-
economic s a us p e e p oduc s ha a e s a us symbols ha will signal ha hey a e
membe s o g oups a highe le els. This si ua ion gene ally u ns in o a endency o
pu chase o eign p oduc s and b ands. Thus, socioeconomic di e ences be ween
indi iduals mus be minimized as much as possible in o de o ole a e he C-XEN, which
can be exp essed as a psycho-cul u al obs acle o b anding o local indus ies and as a
means o main aining he s a us quo o s ong b ands. No wi hs anding indi iduals wi h
low social dominance o ien a ion may be expec ed o ha e less C-XEN. Howe e , i would
be w ong o conclude ha indi iduals wi h low social dominance o ien a ion do no p e e
Celik & E cis
241
o eign p oduc s. Because C-XEN, a concep based on sys em jus i ica ion heo y, appea s
o p o ide mo e consis en p edic ions o bo h domes ic and o eign b and bias (Balabanis
e al., 2019), i canno be conside ed as a de e mining ac o alone. Besides ha , o he
a i udinal a iables such as consume cosmopoli anism and wo ld mindedness a e also
e ec i e on a i udes owa d o eign b ands (Nguyen & Pham, 2021).
Fu he mo e, he indings indica ed ha he inclina ion o showcase one’s s a us can lead
o a g ea e C-XEN. Membe s o g oups ha a e highe in socioeconomic s a us engage in
s a us consump ion as a way o di e en ia e hemsel es om o he social g oups,
pa icula ly membe s o g oups ha a e lowe in socioeconomic s a us. Consump ion o
impo ed p oduc s in o de o gain s a us has become common in ansi ion economies
among many u ban consume s (Mai & Smi h, 2012). Because he e is a dominan consume
belie ha acqui ing s a us symbols can help achie e he desi ed social s a us (Tambyah e
al., 2009). The indings also e ealed ha social compa ison has a posi i e e ec on C-
XEN. I means ha he endency o C-XEN is high in indi iduals who engage in social
compa ison. Social compa ison heo y says ha indi iduals compa e hei ma e ial asse s
wi h he asse s o hei pee s and/o celeb i ies whom hey conside impo an in o de o
ob ain hei own ex e nal sa is ac ion (Hanus & Fox, 2015; Islam e al., 2018). On he o he
hand, indi iduals who ank highe in e ms o socioeconomic s a us may be mo e
ulne able o social compa ison and end o compe e mo e in a conspicuous consump ion
ace wi h simila ly high- anked pee s (Ga cia e al., 2013). Compa ing onesel o o he s is
common among people in de eloping socie ies. The main ac o is ha indi iduals in hese
ci cles o en desi e a sense o inclusion and in e pe sonal ela ionships. These membe s
compa e g oups by ca ego izing and de ining in he social compa ison p ocess (Ho &
McLeod, 2008). Acco ding o inding, consume suscep ibili y o in e pe sonal in luence
has a posi i e e ec on C-XEN. A his poin , he e e ence g oup e ec can be conside ed
as a de e mining ac o . This e ec is mainly based on he indi idual will ake he g oup as
a e e ence and compa ison objec in sel -e alua ion in o de o make he esul s o his own
beha io consis en wi h he e e ence g oup (Risselada e al., 2014; Ding e al., 2020).
This si ua ion can possibly be explained ha i he g oup membe ship is linked o a no m
ha encou ages he consump ion o o eign p oduc s, consume suscep ibili y o
in e pe sonal in luence inc eases and, acco dingly, C-XEN is igge ed (Jos & Banaji,
1994; Rojas-Méndez & Chapa, 2020).
Unlike exis ing esea ches on C-XEN, media o a iables a e included in esea ch model.
The indings e ealed ha s a us consump ion and social compa ison ha e a media o
e ec in he ela ionship be ween social dominance o ien a ion and C-XEN. Based on hese
indings, indi iduals wi h high social dominance o ien a ion seek s a us and/o wan o
p o ec hei cu en s a us may inc ease he endency o C-XEN. Also, indi iduals wi h
high social dominance o ien a ion make upwa d social compa isons, which may igge a
C-XEN. Pelse e al. (2023) explained ha he de elopmen o in luence s has aised
Social Dominance O ien a ion and Consume Xenocen ism
242
ma e ialism and social compa ison o a new le el by u ilizing celeb i ies and social media
igu es o ma ke ing e o s. I is hus u ilizing public igu es and in luence s on social
media o p omo e p oduc s om local businesses may p o e bene icial. Ano he inding is
ha he a iable o consume suscep ibili y o in e pe sonal in luence does no ha e a
media o e ec on he ela ionship be ween social dominance o ien a ion and C-XEN. This
inding can be in e p e ed as indi iduals wi h high consume suscep ibili y o in e pe sonal
in luence exhibi ing a owa ds xenocen ism, bu hey a ach mo e impo ance o equali y
be ween g oups a he han he dominance o a pa icula g oup.
Resea ch indica es ha people wi h highe le els o educa ion a e inclined o a o goods
om di e en coun ies (Camacho e al., 2022). Acco ding o he esul s, 88.3% o he
sample has high school o highe educa ion. Thus, he indings migh be mo e ocus on his
educa ed g oup. One way o use hese indings is o educa o s and policy make s in
de eloping coun ies o encou age buying and using locally-made p oduc s. I is also
impo an o local p oduce s o unde s and he co ela ion be ween people’s educa ion and
hei willingness o pu chase o eign goods. Because unde s anding his co ela ion can
enable hem o enhance hei p oduc s o be e align wi h in e na ional p e e ences. The
ano he inding o his esea ch is abou income. Based on he esul s, 39% o he sample
has below ₺2.324 mon hly income. This indica es ha e en hose wi h a low income may
ha e xenocen ic endencies.
5.1. Theo e ical and P ac ical Implica ions
The esea ch’s empi ical indings make se e al key heo e ical and p ac ical implica ions.
Fi s , i deals wi h he subjec wi h an in e disciplina y app oach, based on exis ing
heo ies, and con ibu es o an in-dep h unde s anding o he subjec . Second, mos
esea ches ha e p edominan ly examined C-XEN owa ds o eign p oduc s (Gau e al.,
2015; Camacho e al., 2020; Mahmoud e al., 2021; Venugopal e al., 2022), igno ing o
explo e o he aspec s ha in luence his endency. This esea ch aims o help unde s and
he easons behind he C-XEN by es uc u ing C-XEN acco ding o some in e media y
a iables. Thi d, his esea ch b idges he esea ch gap be ween social dominance
o ien a ion and C-XEN. Whe eas p e ious esea ches, his esea ch also es ed media ing
ole o s a us consump ion, social compa ison and consume suscep ibili y o in e pe sonal
in luence based on di e en heo ies. The indings align wi h he p inciples o Social
Compa ison Theo y (Fes inge , 1954), Social Dominance Theo y (P a o e al., 2006) and
Sys em Jus i ica ion Theo y (Jos & Banaji, 1994). These concep s e ol e a ound
inequi able dispa i ies. Because he indings showed ha indi iduals wi h he mindse o
supe io i y and who compa e hemsel es o highe s a us g oups a e mo e p edisposed o
being xenocen ic. Ken and Bu nigh (1951) p e iously no ed ha xenocen ism is o en
dis ega ded by esea che s, and his emains he case oday. I is he e o e when consume s
wi h s onge p e e ences o ou -g oups, explo ing how he mechanisms a ec he
xenocen ism in luence has heo e ical signi icance. Ma ke e s should concen a e on he
pe cei ed alue o consume and empa hize wi h consume s’ eelings o enhance hei
Celik & E cis
243
connec ion wi h hem, as indica ed by he esea ch. Pu simply, esea ching app oach mus
be mode nized o consume beha io o accoun o he p e e ence o o eign o impo ed
p oduc s.
5.2. Limi a ions and Fu u e Resea ch Di ec ions
The e a e some limi a ions o his esea ch. The i s limi a ion is abou ga he ing he
equi ed da a se o his esea ch. Because ge ing he necessa y da a o he esea ch
du ing he Co id-19 pandemic pe iod was challenging due o ime and space cons ain s.
The e a e nume ous ac o s ha can lead consume s xenocen ism. Ne e heless, he
esea ch was unable o accoun o all he a iables impac ing consume xenocen ism.
This could be seen as a limi a ion o his esea ch. Thus, u u e esea ches a e
ecommended o ex end esea ch on C-XEN o o he con ex s. Also, a mix o nume ical
da a and consume pe spec i es could be employed by esea che s o gain insigh in o he
causes o con lic ing emo ions and decision-making in e ms o consume xenocen ism.
Online communi ies and social media ha e a p o ound impac on shaping consume
p e e ences in oday’s digi al landscape. I is hus ecommended ha Pa asocial Theo y can
be u ilized in u u e esea ch. Mo eo e , examining he e ec s o C-XEN on p oduc
ca ego ies, se ice and indus y ypes will be bene icial o ma ke e s, p oduc and b and
manage s in u u e Z addi ion, he socio-poli ical and economic condi ions ha a e
e ec i e in minimiza ion o he C-XEN and hei empo al and spa ial a ia ions a e open
o esea ch.
Resea ch Funding
The au ho s ecei ed no in e nal esea ch g an o ex e nal unding o his esea ch s udy.
E hical App o al and Consen o Pa icipa e
This a icle is an ex ension o a Ph.D. hesis and ecei ed e hical app o al om he
associa ed school’s e hics commi ee in 2021.
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