Consumer ethnocentrism: What we learned and what we need to know? – A systematic literature review

Babe , Ru u aj; Sankpal, Shilpa; Babe , P e ana; Gula i, Chanda
A icle
Consume e hnocen ism: Wha we lea ned and wha we
need o know? – A sys ema ic li e a u e e iew
Cogen Business & Managemen
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Sugges ed Ci a ion: Babe , Ru u aj; Sankpal, Shilpa; Babe , P e ana; Gula i, Chanda (2024) :
Consume e hnocen ism: Wha we lea ned and wha we need o know? – A sys ema ic li e a u e
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Consume e hnocen ism: Wha we lea ned and
wha we need o know? – A sys ema ic li e a u e
e iew
Ru u aj Babe , Shilpa Sankpal, P e ana Babe & Chanda Gula i
To ci e his a icle: Ru u aj Babe , Shilpa Sankpal, P e ana Babe & Chanda Gula i
(2024) Consume e hnocen ism: Wha we lea ned and wha we need o know? – A
sys ema ic li e a u e e iew, Cogen Business & Managemen , 11:1, 2321800, DOI:
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Consume e hnocen ism: Wha we lea ned and wha we need o
know? – A sys ema ic li e a u e e iew
Ru u aj Babe a, Shilpa Sankpalb, P e ana Babe c and Chanda Gula id
asymbiosis Cen e o Managemen s udies, nagpu (a Cons i uen o symbiosis in e na ional Deemed uni e si y, Pune),
india; bsVKM’s na see Monjee ins i u e o Managemen s udies, indo e, india; cschool o s udies in Managemen , Jiwaji
uni e si y, gwalio , india; dP es ige ins i u e o Managemen & Resea ch, gwalio , india
ABSTRACT
This sys ema ic li e a u e e iew aims o syn hesize he academic esea ch on consume
e hnocen ism comp ehensi ely. The s udy sys ema ically examines he de elopmen o
consume e hnocen ism esea ch o e ime, including publica ion yea s, publica ion
ou le s, au ho ship, coun ies, me hods, and heo ies u ilized. Based on he syn hesized
li e a u e, his e iew p oposes a concep ual amewo k ha in eg a es consume
e hnocen ism’s epo ed an eceden s, media o s, and consequences. Fu he mo e, a
lexicome ic analysis is conduc ed o iden i y key hemes and ends in consume
e hnocen ism esea ch. The e iew also iden i ies unde - esea ched a eas in consume
e hnocen ism and p o ides di ec ions o ad ancing u u e esea ch, emphasizing
heo y de elopmen , con ex ual conside a ions, cha ac e is ics, and me hodologies.
O e all, his sys ema ic e iew signi ican ly con ibu es o he exis ing body o consume
e hnocen ism li e a u e and o e s aluable p ac ical insigh s o des ina ion ma ke e s
and policymake s aiming o implemen consume e hnocen ism s a egies e ec i ely.
1. In oduc ion
Globaliza ion has inc eased ma ke compe i ion, encompassing domes ic and in e na ional p oduc s
(Ne emeye e  al., 1991). As a esul , consume s now enjoy g ea e eedom in selec ing om a wide
a ie y o o eign b ands, owing o hei inc eased a ailabili y (Kashi, 2013). Consequen ly, schola s and
p ac i ione s in he ma ke ace he p essing need o a mo e p o ound comp ehension o he ac o s
ha shape cus ome a i udes owa d o eign p oduc s (Klein e  al., 1998).
One concep ha illumina es hese a i udes is e hnocen ism, ini ially in oduced by Sumne (1907),
a sociologis om Yale Uni e si y. E hnocen ism deno es an indi idual’s p edisposi ion o a o and
exhibi bias owa ds hose who sha e simila cul u al backg ounds while displaying a e sion owa ds
hose who a e cul u ally dissimila . This no ion was la e adop ed wi hin consume beha io , whe e i s
undamen al p emise aligned wi h he impo ed cons uc (González-Cab e a & T elles-A eaga, 2021).
Shimp and Sha ma (1987) de ined e hnocen ism as a belie sys em in ol ing mo al judgmen s abou
whe he o no o pu chase o eign-made p oduc s. Shanka mahesh (2006) illus a ed e hnocen ism as
consume s’ endency o a oid o eign-made p oduc s, ega dless o hei quali y o p ice.
In he mode n consume landscape, indi iduals a e p esen ed wi h a ple ho a o choices when i
comes o selec ing p oduc s and se ices. He e, consume e hnocen ism is c ucial, as he coun y o
o igin de e mines he decision-making p ocess. Consume s wi h high e hnocen ic endencies p e e
domes ically p oduced p oduc s, some imes e en expe iencing guil when o ced o op o o eign-made
al e na i es. This desi e o choose domes ically manu ac u ed p oduc s is p o oundly ing ained and man-
i es s as a gene al inclina ion ac oss a ious pu chase si ua ions. Consume s a e also mind ul o hei
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT Ru u aj Babe u u ajbabe @gmail.com symbiosis Cen e o Managemen s udies, nagpu (a Cons i uen o symbiosis
in e na ional Deemed uni e si y, Pune), india.
P ima y au ho is associa ed wi h school o Business & Managemen , Ch is uni e si y (Deemed o be uni e si y) Bengalu u, india.
h ps://doi.o g/10.1080/23311975.2024.2321800
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
Recei ed 16 No embe 2022
Re ised 24 May 2023
Accep ed 16 Feb ua y 2024
KEYWORDS
Consume e hnocen ism;
Bibliome ic analysis;
Concep ual amewo k;
Sys ema ic li e a u e
e iew; TCCM amewo k
REVIEWING EDITOR
Kooli Kaou he ;
Bou nemou h Uni e si y;
Uni ed Kingdom
SUBJECTS
In e na ional Business;
Ma ke ing; Resea ch
Me hods in Managemen
MARKETING | RE IEw ARTIClE
2 R. BABER ETAl.
choices’ signi ican impac on employmen oppo uni ies and he na ional economy (Supphellen &
G ønhaug, 2003; Yagci, 2001).
A sys ema ic li e a u e e iew on consume e hnocen ism is c ucial o mul iple easons. Fi s ly, i
sheds ligh on he signi ican in luence o consume e hnocen ism on beha io and pu chase decisions,
allowing businesses o ailo ma ke ing s a egies and p oduc o e ings acco dingly. Secondly, i enables
esea che s o syn hesize exis ing knowledge, iden i y pa e ns, and con ibu e o ad ancing he ield.
Addi ionally, a sys ema ic e iew p o ides a comp ehensi e o e iew, helps add ess inconsis encies, and
guides u u e esea ch di ec ions. las ly, i in o ms policymake s and ade o ganiza ions, aiding policy
decisions and p omo ing domes ic indus ies, expo s, and in e na ional ade ag eemen s. O e all, such
a e iew enhances unde s anding o consume beha io , iden i ies esea ch gaps, and in o ms p ac ical
implica ions o global ma ke ing and ade. The p esen a icle is an a emp o answe he ollowing
esea ch ques ions:
RQ1: How has esea ch on consume e hnocen ism e ol ed since i s incep ion?
RQ2: wha heo ies and empi ical me hods ha e been u ilized in consume e hnocen ism esea ch?
RQ3: wha a e he c i ical gaps in consume e hnocen ism esea ch?
2. Me hodology
2.1. S uc u e o e iew
Sys ema ic li e a u e e iews a e commonly conduc ed in bo h non-business and business con ex s, wi h
domain-based e iews being he mos p e alen app oach (Kipnis e  al., 2012; Paul & C iado, 2020).
Domain-based e iews encompass a ious ypes, including hyb id-na a i e e iews, bibliome ic e iews,
me a-analy ical e iews, amewo k-based e iews, and amewo k de elopmen e iews (Ba a i e  al.,
2020; Kuma e al., 2020; Mish a e al., 2020; Nguyen e al., 2008; O aee e al., 2017; Paul & Rosado-Se ano,
2019; Paul & Beni o, 2017; Randhawa e al., 2016; e ma & Gus a sson, 2020; Xu e al., 2018). These s uc-
u ed e iews aid in syn hesizing li e a u e on a iables, heo ies, and esea ch me hods (Rosado-Se ano
e  al., 2018).
Ganeshkuma and Gopalak ishnan (2013, p. 10) emphasize ha sys ema ic li e a u e e iews adhe e o
igo ous scien i ic design p inciples, ollowing explici , p e-speci ied, and ep oducible me hods.
Jeba ajaki hy e al. (2021, p. 2) highligh he signi icance o s uc u ed, sys ema ic e iews in consis en ly
syn hesizing esea ch indings. Such e iews a e conside ed essen ial ools o ad ancing knowledge in a
speci ic ield and o e ing insigh s o u u e esea ch (Ganeshkuma & Gopalak ishnan, 2013).
The TCCM ( heo ies, con ex s, cha ac e is ics & me hods) amewo k was employed in his s udy o
ensu e cla i y and comp ehensi e co e age o he sys ema ic li e a u e e iew. Es ablished amewo ks
such as he 5w1H and ADO ha e been widely used in s uc u ed li e a u e e iews (lim, 2020; Paul &
Beni o, 2017). U ilizing such amewo ks allows o a s uc u ed app oach ha add esses c i ical aspec s
o he esea ch, p o iding a clea unde s anding o he heo ies, con ex s, cha ac e is ics, and me hods
ele an o he opic. Jeba ajaki hy e  al. (2021, p. 3) emphasize he signi icance o employing hese
amewo ks o achie e high cla i y and co e age in li e a u e e iews. Following his ecommenda ion,
he TCCM amewo k was selec ed as he o ganizing amewo k o ou sys ema ic li e a u e e iew,
ensu ing a comp ehensi e and sys ema ic examina ion o he esea ch on consume e hnocen ism.
2.2. O ganising amewo k
Resea che s commonly use a amewo k o p o ide he syn hesis o he li e a u e in sys ema ic li e a u e
e iews (Jeba ajaki hy e al., 2021; lim e al., 2021; S i as a a e al., 2020). The mechanics o a sys ema ic
li e a u e e iew need o be o ganized abou heo ies, ea u es, se ings, and me hodologies (Paul &
C iado, 2020); as a esul , his esea ch deploys Paul and Rosado-Se ano (2019) TCCM amewo k o syn-
hesize he li e a u e in consume e hnocen ism esea ch and ecommend a enues o u u e esea ch.
COGENT BUSINESS & MANAGEMENT 3
The TCCM amewo k de eloped o his in es iga ion is depic ed in Figu e 1. lim e  al. (2021), along
wi h Paul and Rosado-Se ano (2019), inspi ed he de elopmen o his amewo k.
2.3. Topic selec ion
The me hod Paul and C iado (2020) sugges ed o a sys ema ic li e a u e e iew was ollowed o analyze
he exis ing li e a u e on consume e hnocen ism. Paul and C iado (2020) ha e posi ed ha good
e iews a e impac ul, and ha happens o he easons when he au ho s ha e no picked up a ecu -
en opic, do no ha e se e al o he s udies published wi h he same ame in he same du a ion o
he heme, o he opic is oo non-con empo a y. The au ho s mus check o no el y on da abases such
as Scopus/woS/Google Schola /EBSCOHOST.
Topic selec ion has been g ea ly emphasized o de elop an impac ul li e a u e e iew (Jeba ajaki hy
e  al., 2021; Paul & C iado, 2020). Jeba ajaki hy e  al. (2021) men ioned ha a li e a u e e iew should
no be oo cu en in publica ion. Hence, he au ho s explo ed and ound h ee li e a u e e iews on
consume e hnocen ism esea ch ( e e o Table 1).
As sugges ed by Jeba ajaki hy e al. (2021), o posi ioning he p esen e iew, a con en analysis was
execu ed o a s udy o he published li e a u e. Table 1 indica es ha h ee ou o i e li e a u e e iews
pos ed we e no di ec ly associa ed wi h Consume e hnocen ism (Ba is i e  al., 2021). The ocus o
hese a icles was b oad, and consume e hnocen ism was s udied as a slice. These e iews did no
p o ide a p ope e iew o consume e hnocen ism.
Table 1. exis ing li e a u e e iews in he consume e hnocen ism esea ch.
no au ho s Resea ch a ea
a icles conside ed o
e iew numbe o s udies Range
1shanka mahesh (2006)Consume e hnocen ism Pee - e iewed jou nal
a icles
45 1987–2006
2Balabanis and siamagka
(2021)
Consume e hnocen ism Jou nal a icles, esea ch
epo s, newspape
a icles and
con e ence pape s
240 1987–2021
3Ba is i e  al. (2021)in e na ional Ma ke ing Pee - e iewed jou nal
a icles
66 1987-2021
Figu e 1. CCM amewo k applica ion.
adop ed om Jeba ajaki hy e  al. (2021), Lim e  al. (2021) and Paul and Rosado-se ano (2019).

4 R. BABER ETAl.
The emaining wo published li e a u e e iews ocused on consume e hnocen ism esea ch (Balabanis
& Siamagka, 2021; Shanka mahesh, 2006). The scope o hese e iews was somewha limi ed. Fo exam-
ple, Shanka mahesh (2006) de eloped an in eg a ed e iew o 45 publica ions and p esen ed consume
e hnocen ism esea ch an eceden s, ou comes, media o s, and mode a o s. Balabanis and Siamagka
(2021) pe o med a me a-analysis o 240 documen s analyzing jou nal a icles, esea ch epo s, newspa-
pe a icles, and con e ence pape s. The cu en a icle is unique as an in eg a ed e iew was pe o med
(Shanka mahesh, 2006), whe eas Balabanis and Siamagka (2021) used me a-analysis as he e iew
me hod. A me a-analysis combines and syn hesizes quan i a i e s udy indings (Paul & Ba a i, 2022).
E en hough he e iews o e ed a syn hesis o esea ch on consume e hnocen ism, he scope was
cons ained. Fo example, Shanka mahesh (2006) examined he maximum pee - e iewed a icles o in e-
g a ed li e a u e e iew. Bu , he published e iew a icles did no syn hesize cha ac e is ics, me hods,
con ex s, and heo ies, which is conside ed essen ial o an en iched sys ema ic li e a u e e iew
(Jeba ajaki hy e al., 2021; Paul & C iado, 2020; Paul & Rosado-Se ano, 2019). The published a icles only
answe ed, “wha do we know abou consume e hnocen ism?”. The e iews did no answe “how we
iden i y consume e hnocen ism?” Thus, he e is a window o oppo uni y o a sys ema ic li e a-
u e e iew.
2.4. Sea ch s a egy
A e ca e ully selec ing ele an keywo ds, an ex ensi e explo a ion o published a icles was conduc ed
by iden i ying a ange o online da abases. P e ious sys ema ic li e a u e e iew (SlR) pape s ha e u i-
lized h ee o eigh da abases o conduc hei a icle sea ch, as e idenced by Jeba ajaki hy e al. (2021)
and S e en e al. (2011). Building upon his p eceden , we s a egically chose o include eigh da abases
o he cu en SlR: Google Schola , ElSE IER, Taylo and F ancis, EBSCO, P oQues , Eme ald, JSTOR, and
ScienceDi ec . These da abases we e delibe a ely selec ed due o hei eliabili y and equen u iliza ion
in ecen SlR pape s. By inco po a ing hese es ablished da abases, we sough o minimize he likelihood
o o e looking pe inen a icles, ensu ing a comp ehensi e and igo ous e iew (Paul & C iado, 2020).
Addi ionally, a e adop ing Google Schola as a da abase, he chances o omi ing an a icle ha e been
educed (Gehanno e  al., 2013).
The au ho s used e hnocen ism and e hnocen ic endencies as ansposable e ms (Balabanis e  al.,
2001; Shimp & Sha ma, 1987). Consequen ly, Consume e hnocen ism, E hnocen ism, Consume beha -
io , consume a i ude, Coun y o o igin In e na ional ma ke ing o eign p oduc s we e he keywo ds o
sea ch ele an a icles published om 1987 o 2022 on da abases. Those a icles ha men ioned key-
wo ds in he i le, lis o keywo ds, o abs ac we e conside ed o he sys ema ic li e a u e e iew. Ou
o he downloaded a icles, many a icles we e excluded. The ollowing sec ion expands on he inclusion
and exclusion c i e ia.
2.5. Inclusion and exclusion c i e ia
A o al o 662 a icles we e downloaded om ca e ully chosen da abases using iden i ied keywo ds.
In he nex s age, 80 duplica e a icles we e dele ed. A e he dele ion o duplica e a icles, 482
a icles emained. These a icles we e gauged o hei sui abili y. Ou o 406 a icles, 98 we e emo ed
as hey we e no jou nal a icles. A o al o 82 a icles we e emo ed as hey we e no published in
pee - e iewed jou nals. A o al o 85 a icles we e emo ed as hey we e no ound o be ele an o
he heme (consume e hnocen ism). Mo eo e , o uphold he e iew’s s anda d o excellence, only
a icles ha me speci ic c i e ia we e deemed eligible o inclusion. Speci ically, a icles we e equi ed
o be published in jou nals classi ied as ei he A* o A acco ding o he es eemed Aus alian Business
Deans Council (ABDC) Jou nal Quali y lis . This me iculous selec ion p ocess, as Paul and C iado
(2020) ou lined, ensu ed ha he chosen a icles main ained high c edibili y and ele ance. Thus, 145
mo e a icles we e emo ed om he da abase c ea ed by he au ho s. The selec ed s udies included
hose comple ed in 43 coun ies. Figu e 2 p esen s he p ocess ollowed o inclusion and exclusion
condi ions.
COGENT BUSINESS & MANAGEMENT 5
3. Sys ema ic li e a u e e iew
The a icle in o ma ion, like name o au ho s, yea o publica ion, and jou nal name, a e p esen ed in
Appendix 1. The s udy adop ed he TCCM amewo k ( e e o Figu e 1) using unde s andings om lim
e  al. (2021) and Paul and Rosado-Se ano (2019). The TCCM amewo k answe s, "wha do we know
abou consume e hnocen ism, and how do we know abou consume e hnocen ism esea ch?”
3.1 Wha do we know abou consume e hnocen ism
3.1.1. E olu ion o consume e hnocen ism esea ch since incep ion
The i s a icle on he concep o consume e hnocen ism was published by Shimp and Sha ma (1987).
The yea -wise publica ion o he a icles selec ed is shown in Figu e 3. I can be in e ed ha he concep
was in oduced in 1987. Since he incep ion o he concep , he a icles ha e been occasionally pub-
lished. The g ow h was obse ed om 2008. The maximum numbe o a icles was published in 2014
and 2019 (10 each). The su ge in esea ch on consume e hnocen ism in 2008, 2013, and 2019 can be
a ibu ed o se e al ac o s. These include he g owing impo ance o globaliza ion and inc eased in e -
na ional ade, shi s in consume p e e ences, ad ancemen s in heo e ical amewo ks and esea ch
me hodologies, he iden i ica ion o esea ch gaps in he li e a u e, and schola ly in e es and
Figu e 2. C i e ia o inclusion and exclusion.
Figu e 3. Yea -wise publica ions.
6 R. BABER ETAl.
collabo a ion. These ac o s collec i ely con ibu ed o an inc eased ocus on unde s anding consume
a i udes and beha io s owa d domes ic and o eign p oduc s. Howe e , i is essen ial o no e ha hese
easons a e specula i e and may a y based on speci ic ci cums ances.
3.1.2. Jou nals o publica ions
Table 2 cap u es he in e es o jou nals o epu e in e hnocen ism s udies. Only he ca ego y A* and
A- anked jou nals in ABDC o he cu en s udy ha e been included. The able indica es ha In e na ional
Ma ke ing Re iew has published he mos pape s on consume e hnocen ism. Nine o he wen y-nine
jou nals included in he lis ha e published only one pape om 1987 o 2021. Ou o he same, he
Jou nal o he Academy o Ma ke ing Science has he highes JCR Impac ac o o 14.904. They ha e
published one pape on e hnocen ism (Sha ma, 2014).
3.1.3. Ci a ions
Table 3 lis s he mos ci ed s udies on consume e hnocen ism. S eenkamp and Baumga ne (1998)
published in he Jou nal o Consume Resea ch on he assessmen o measu emen in a iance in
c oss-na ional consume esea ch is he mos ci ed s udy in his a ea, a e aging 225.95 ci a ions a yea
since i s publica ion. Shimp and Sha ma (1987), published in he Jou nal o Ma ke ing Resea ch, is he
second mos ci ed s udy. The s udy was based on he cons uc ion and alida ion o he CETSCAlE. This
pape has a e aged 167.72 ci a ions pe yea since publica ion. Th ee esea ch pape s published in he
Jou nal o he Academy o Ma ke ing Science a e among his ield’s op en mos ci ed s udies.
3.1.4. In eg a ed concep ual amewo k
The au ho s ha e de eloped a comp ehensi e concep ual amewo k ha p esen s he key ac o s ex en-
si ely s udied conce ning consume e hnocen ism. Figu e 4 isually ep esen s his amewo k, illus a -
ing he cons uc s in luencing consume e hnocen ism on he le side (an eceden s). The middle sec ion
depic s he media o s and mode a ing cons uc s ha a ec he ela ionship be ween consume e hno-
cen ism and i s consequences. By analyzing he exis ing s udies, he esea che s ha e iden i ied and
o ganized he a iables clea ly and clea ly, highligh ing hei speci ic ela ionships wi hin he s udy con-
ex . Figu e 4 isually ep esen s hese ela ionships o easie comp ehension and e e ence.
Table 4 c ys alizes consume e hnocen ism’s an eceden s, mode a o s, media o s, and consequences.
As schola s sugges ed, he a iables a leas examined in wo a icles we e conside ed (Jeba ajaki hy
e  al., 2021).
The an eceden s ha ha e ound signi ican men ion in he li e a u e on consume e hnocen ism
used o he de elopmen o he p oposed concep ual model a e:
Openness o Fo eign Cul u es e e s o he lack o bias owa ds p oduc s sou ced om ab oad. I is
sugges ed ha cus ome s exposed o mul iple cul u es end o a e o eign p oduc s mo e a o ably. This
implies ha indi iduals mo e open o di e en cul u es a e likely o ha e lowe le els o
e hnocen ism.
Pa io ism: I in ol es lo e, de o ion, and coun y s e eo yping. I has a posi i e impac on consume
e hnocen ic endencies, indica ing ha mo e pa io ic indi iduals a e mo e likely o exhibi e hnocen ic
beha io and p e e domes ic p oduc s.
Conse a ism: Conse a i es alue adi ions and espec ins i u ions ha ha e wi hs ood he es o
ime. Resea ch sugges s a posi i e co ela ion be ween conse a ism and consume e hnocen ic enden-
cies. This implies ha conse a i e indi iduals a e mo e inclined o a o domes ic p oduc s o e o -
eign ones.
Collec i ism/Indi idualism: Collec i is s p io i ize g oup goals o e indi idual goals, while indi idualis
cul u es ocus mo e on indi idual achie emen s. I is epo ed ha collec i ism posi i ely impac s con-
sume e hnocen ic endencies. This sugges s ha indi iduals who iden i y s ongly wi h hei collec i e
g oup a e mo e likely o exhibi e hnocen ic beha io .
Consume E hnocen ism e e s o he e alua ion o pu chasing domes ically-p oduced goods o e
o eign-p oduced goods. I posi i ely impac s p e e ence o domes ic p oduc s, al hough he endency
COGENT BUSINESS & MANAGEMENT 7
a ies ac oss p oduc ca ego ies. This indica es ha indi iduals wi h highe le els o e hnocen ism end
o p e e domes ic p oduc s, bu he s eng h o his p e e ence may di e depending on he p oduc
ca ego y.
Conce n o Poli ical P essu e: Consume s can be in luenced by he poli ical pos u e o coun ies selling
p oduc s o hei na ion, which may a ec hei e hnocen ic endencies. This sugges s ha poli ical ac-
o s can shape consume a i udes owa d domes ic and o eign p oduc s.
Coun y o O igin: ep esen s he sou ce o a p oduc o se ice and has been s udied conce ning
consume e alua ion, e hnocen ism, and o he a iables. The coun y o o igin can in luence consume s’
pe cep ions and p e e ences, po en ially impac ing hei e hnocen ic endencies.
Accul u a ion Le el: e e s o hei adop ion o he hos socie y’s cul u e, alues, and beha io s, which
can impac hei e hnocen ism owa ds he coun y hey mig a e o. This implies ha hei e hnocen ic
endencies may change as immig an s become mo e accul u a ed.
Table 2. Jou nals and numbe o publica ions.
Jou nal # a icles JCR (iF)*
aBDC
ank
1In e na ional Ma ke ing
Re iew
10 He che (1992); shanka mahesh (2006); Klein e  al. (2006);
e anschi zky e  al. (2008); Josiassen e  al. (2011); Wini
e .al. (2014); Balabanis e  al.and siamagka (2017); Han
and nam (2019); Bizumic (2019); Mainol i e  al. (2020)
5.744 a
2Jou nal o Business Resea ch 7Cle eland e  al. (2013); He and Wang (2015); Li & He
(2013); Raško ić e  al. (2020); Mainol i (2020); Ma e  al.
(2019); sun e  al. (2021)
10.969 a
3Asia Paci ic Jou nal o
Ma ke ing and Logis ics
7ellio (2006); Hamin e  al. (2014); seiden uss e  al. (2013);
ong and Li (2013); Deb and sinha (2015); Muelle e al.
(2016); Lee e  al. (2020)
4.643 a
4Jou nal o Consume
Ma ke ing
7Lu Wang and Xiong Chen (2004); Bandyopadhyay e al.
(2011); Qing e  al. (2012); Lee and ae Lee (2013);
Lysonski and Du asula (2013); Zol agha ian e  al.
(2014); P ince e al. (2019)
na a
5Jou nal o he Academy o
Ma ke ing Science
4He che (1992); e  al. (1994), Balabanis and Diaman opoulos
(2004), Kwak e  al. (2006)
14.904 a*
6Jou nal o Consume
Beha iou
4Hsu and nien (2008); nguyen e  al. (2008); Bi e  al. (2012);
o ega-egea & ga cía-de-F u os (2021)
3.199 a
7Eu opean Jou nal o
Ma ke ing
4Wa son and W igh (2000); Lee and Mazodie (2015); Lee
e  al. (2017); Vida e  al. (2008)
5.181 a*
8Ma ke ing In elligence &
Planning
3Ca uana (1996), Hakan al in aş and okol (2007), Deb and
Chaudhu i (2014)
4.338 a
9Jou nal o In e na ional
Ma ke ing
3Cle eland e  al. (2009); guo (2013); Balabanis and
siamagka (2021)
4.976 a
10 Jou nal o Se ices Ma ke ing 2sha ma (2012); sha ma and Wu (2015) 5.246 a
11 Jou nal o P oduc & B and
Managemen
2 eng (2019); gammoh e  al. (2019) 5.248 a
12 Jou nal o Ma ke ing
Resea ch
2shimp and sha ma (1987); ne emeye e al. (1991) 6.664 a*
13 Jou nal o Ma ke ing
Managemen
2Ca pen e e al. (2013); Kipnis e  al. (2012) 4.707 a
14 In e na ional Jou nal o
Re ail & Dis ibu ion
Managemen
2Kan e  al. (2014); Ding (2017) 4.743 a
15 In e na ional Jou nal o
Consume S udies
2Wa ch a es ingkan (2010); shahabi ahanga kolaee and
go on (2020)
7.096 a
16 In e na ional Business Re iew 2Jin e  al. (2015); Ja algi e  al. (2005) 8.047 a
21 Ma ke ing Le e s 1Fische and Zeugne -Ro h (2016) 3.046 a
21 Psychology and Ma ke ing 1aljukhada e  al. (2021) na a
23 Jou nal o In e na ional
Business S udies
1sha ma (2014) 11.103 a
24 Jou nal o Hospi ali y
Ma ke ing &
Managemen
1Kim e  al. (2018) 9.821 a
25 Jou nal o Consume
Resea ch
1s eenkamp and Baumga ne (1998) 8.612 a
26 Jou nal o Ad e ising 1nelson and Deshpande (2013) 6.528 a
28 Aus alasian Ma ke ing
Jou nal
1Yii e  al. (2020) na a
29 Appe i e 1 omić Maksan e  al. (2019) 5.016 a
30 In e na ional Jou nal o
Resea ch in Ma ke ing
1Balabanis and siamagka (2021) 8.047 a
*impac ac o as pe JCR iF (2022).
14 R. BABER ETAl.
P oduc Judgmen : Consume s e alua e p oduc s based on ai ness, e hnocen ism, and animosi y
(Klein & E ensoe, 1999). lowe e hnocen ism is associa ed wi h highe p oduc judgmen , pa icula ly
pe cei ed be ayal. Domes ic b ands mus also be pe cei ed as cha ging ai p ices o be adequa ely
judged. C oss-cul u al pe spec i es may esul in di e ences in p oduc judgmen , pa icula ly ollowing
his o ical e en s ha c ea e animosi y owa ds o eign p oduc s.
Consume Boyco Beha io : Consume e hnocen ism plays a pi o al ole in consume boyco beha -
io , e en beyond he du a ion o a dispu ed episode. E hnocen ic endencies can lead o delibe a e
depa oniza ion o p oduc s o se ices, indica ing ha consume boyco beha io is in luenced by e h-
nocen ism, and i s e ec s can pe sis e en a e he ini ial dispu e is esol ed.
In summa y, hese indings highligh he consequences o consume e hnocen ism on a ious aspec s
o consume beha io , including b and equi y, a i udes owa ds impo ed p oduc s, willingness o pay,
b and p e e ence, in en ion o pu chase, epea pu chase, p oduc judgmen , and consume boyco
beha io . The s udies indica e ha e hnocen ism can shape consume s’ a i udes, p e e ences, and
beha io s owa d domes ic and o eign p oduc s. Howe e , he impac may a y depending on he pe -
cei ed economic h ea , amilia i y, pe cei ed quali y, and cul u al con ex s.
3.1.6. Domains in consume e hnocen ism esea ch
Resea che s ac oss he con inen s ha e examined he concep o consume e hnocen ism since i s in o-
duc ion in 1987. The esea ch on consume e hnocen ism can be di ided in o ou domains: consume
du ables, non-du ables, as -mo ing consume goods (FMCG), and se ices ( e e o Table 5). In domes ic
e sus o eign p oduc s and se ices, se ices ha e been s udied less (Table 5). Only h ee o he 72
pape s ocused on se ices (lee & Mazodie , 2015; Sha ma, 2012; Sha ma & wu, 2015). The s udied
Table 5. Domains in Consume e hnocen ism esea ch.
Consume du ables He che (1992); Wa son and W igh (2000); Balabanis and Diaman opoulos (2004); Ja algi e  al. (2005); ellio
(2006); e anschi zky e  al. (2008); Hsu and nien (2008); nguyen e  al. (2008); Bandyopadhyay e  al. (2011);
Wa ch a es ingkan (2010); Bi e al. (2012); Cle eland e  al. (2013); Hamin e  al. (2014); seiden uss e al.
(2013); Wini e  al. (2014); Deb and Chaudhu i (2014); Zol agha ian e  al. (2014); Muelle e  al. (2016);
Balabanis and siamagka (2017); Das & Mukhe jee (2019); eng (2019); Lee e  al. (2020); sun e  al. (2021)
non-du ables Balabanis and Diaman opoulos (2004); e anschi zky e  al. (2008); Bandyopadhyay e  al. (2011); Bi e  al. (2012);
Ca pen e e al. (2013); Cle eland e  al. (2013); guo (2013); ong and Li (2013); Wini e  al. (2014); Deb and
sinha (2015); Muelle e  al. (2016); Balabanis and siamagka (2017); Das & Mukhe jee (2019); Ka oui and
Khemakhem (2019); Mainol i (2020); o ega-egea & ga cía-de-F u os (2021)
FMCg Balabanis and Diaman opoulos (2004); e anschi zky e  al. (2008); nguyen e  al. (2008); ak am e  al. (2011);
Qing e  al. (2012); Ca pen e e  al. (2013); Cle eland e  al. (2013); guo (2013); Kan e  al. (2014); Wini e  al.
(2014); He and Wang (2015); Kipnis e  al. (2012); Li & He (2013); Fische and Zeugne -Ro h (2016); Ding
(2017); Balabanis and siamagka (2017); Das & Mukhe jee (2019); Kim e  al. (2018); Raško ić e  al. (2020);
shahabi ahanga kolaee and go on (2020)
se ices sha ma (2012); sha ma and Wu (2015); Lee and Mazodie (2015)
Figu e 5. Landscape o consume e hnocen ism esea ch.

COGENT BUSINESS & MANAGEMENT 15
p oduc s included Consume Du ables, high- ech p oduc s, Non-Du ables, and FMCG goods. An in e es -
ing s udy was cen e ed on Facebook pos s (Yii e  al., 2020).
3.1.7. Landscape o consume e hnocen ism esea ch
The esea che s employed wo d-cloud analysis as a isual ool o depic he equen ly used keywo ds
in consume e hnocen ism esea ch (Yun e  al., 2019). The keywo ds om a icles published be ween
1987 and 2021 we e collec ed and analyzed, and he esul ing wo d cloud is p esen ed in Figu e 5.
wo d clouds, called Tag Clouds, a e isually cap i a ing and aluable in iden i ying he mos p omi-
nen elemen s associa ed wi h a pa icula cons uc . These clouds ans o m quali a i e da a in o an
engaging and analy ically in o ma i e o ma , acili a ing swi in e p e a ion. The wo d-cloud analysis
e ealed ha in e na ional ma ke ing, coun y o o igin, animosi y, and cosmopoli anism a e in eg al
componen s o ‘consume e hnocen ism’ as hey eme ged as he mos equen ly used keywo ds.
Consume e hnocen ism s udies ha e ocused on de eloped and eme ging ma ke s, b ands, and
socio-cul u al ac o s. Mo eo e , many o hese s udies ha e been conduc ed in he Sou h-Asian egion,
wi h China speci ically ecei ing conside able a en ion.
To unde s and he esea ch landscape on consume e hnocen ism, he esea che s also iden i ied
he coun ies whe e he sample was d awn. Table 6 indica es whe e he sample was d awn om ega d-
ing consume e hnocen ism. Be ween 1987 and 2021, esea ch on e hnocen ism was ca ied ou in 43
coun ies wo ldwide.
3.2. How do we know abou consume e hnocen ism esea ch?
3.2.1. Theo ies u ilized in published a icles
Se e al heo ies ha e been used o explain consume p opensi y o a o o no a o p oduc s om hei
own coun y (Table 6). The heo y mos commonly used is he social iden i y heo y (Fische & Zeugne -Ro h,
2016; Guo, 2013; Han & Nam, 2019; Zol agha ian e  al., 2014). In la e 1970, Taj el and Tu ne (1978) p o-
posed he social iden i y heo y, which subsumes hose ci cums ances when he social iden i y becomes
mo e po en han one’s iden i y. This heo y also explains how social iden i y could a ec in e g oup beha -
io ( inney, 2021). The o he heo ies used o explaining he e hnocen ic endencies o people include he
Theo y o Reasoned Ac ion, he Theo y o Planned Beha iou , In e g oup con ac heo y, A i ude Theo y,
Schwa z alues, Social Compa ison Theo y, Memo y Theo y, Op imal Dis inc i eness Theo y, Mo al
Founda ion Theo y, Realis ic g oup con lic heo y, Ins i u ional Theo y and Theo y o Social Class Di ide.
4. Con ex
The ci cums ances unde which he esea ch is ca ied ou a e known as con ex s (Jeba ajaki hy e  al.,
2021: lim e  al., 2021; Paul e  al., 2017). In cong uence wi h p e iously published sys ema ic li e a u e
Table 6. heo ies used in consume e hnocen ism esea ch.
heo y a icles Re e ences
heo y o easoned ac ion 2Kan e  al. (2014); Deb and sinha (2015)
in e g oup con ac heo y 1Kwak e  al. (2006)
a i ude heo y 1Josiassen e  al. (2011)
heo y o planned beha io 2Qing e  al. (2012); omić Maksan e  al. (2019)
schwa z alues 1Cle eland e  al. (2013)
he social iden i y heo y 5guo (2013); Zol agha ian e  al. (2014); Fische and
Zeugne -Ro h (2016); Han and nam (2019); Raško ić
e  al. (2020)
social compa ison heo y 1Lysonski and Du asula (2013)
Memo y heo y 1Lee e  al. (2017)
Mo al ounda ion heo y 1P ince e al. (2019)
Realis ic g oup con lic heo y 1Han and nam (2019)
ins i u ional heo y 1gammoh e  al. (2019)
he op imal dis inc i eness heo y 1Ma e  al. (2020)
heo y o social class di ide 1aljukhada e  al. (2021)
16 R. BABER ETAl.
e iew a icles, he esea che s used coun ies, sampling uni s, and da a collec ion pla o ms as con ex s
( e e o Table 7). I is obse ed ha only 13 s udies (18.1%) used s uden s as a sample. The es 59
s udies used gene al consume s as a sample. Fou s udies (5.6%) ha e collec ed da a using online pla -
o ms. Six s udies (8.3%) used online and o line da a collec ion pla o ms. A he same ime, 62 s udies
(86.1%) collec ed da a h ough o line pla o ms.
The highes numbe o s udies we e conduc ed in he USA (22), ailed by China (17) and India (11).
The USA appea s o be mos consis en ly appea on he esea ch map in esea ch ou pu o e hnocen-
ism s udies ( e e o Table 7).
5. Me hods
Table 8 b ings he esea ch con ex o he o e. As is isible in he able, mos o he s udies in he a ea
o e hnocen ism ha e conside ed a gene al sample a he han a s uden sample (Cle eland e al., 2009;
Cle eland e al., 2013; Deb & Chaudhu i, 2014; Fische & Zeugne -Ro h, 2016; Guo, 2013; Jin e al., 2015;
Kipnis e  al., 2012; Klein e  al., 2006; Kwak e  al., 2006; lee e  al., 2020; Ne emeye e  al., 1991; Sha ma
& wu, 2015; Tong & li, 2013; wini e  al., 2014). The mos usual esea ch me hod employed o collec
da a was he su ey me hod, wi h online and o line ools used o collec ing da a. The o he esea ch
me hods used included expe imen s (wini e  al., 2014), in e iews (O ega-Egea & Ga cía-de-F u os,
2021; Qing e al., 2012), concep ual s udy (Shanka mahesh, 2006; Sha ma, 2014; Shimp & Sha ma, 1987;),
li e a u e e iew (Balabanis & Siamagka, 2021; Muelle e  al., 2016) and mixed-me hod (lee e  al., 2020).
6. Lexicome ic analysis
In he s udy, lexicome ic analysis was pe o med. lexicome y p o ides s a is ical indica o s and isual
ep esen a ion o da a ha is co pus-d i en. The analysis employs algo i hms o analyze he ex ual
ma e ial exhaus i ely. The indings om he analysis a e p esen ed h ough a ious indica o s, including
seman ic classi ica ion, wo d clouds, densi y s udy, and simila i y analysis, among o he me hodological
app oaches. And hese indica o s e icien ly comp ess he in o ma ion in la ge ex s based on equency
and o e a pe spec i e.
Table 7. Con ex s.a
Con ex Coun Pe cen age Con ex Coun Pe cen age
sample aus alia 2 1.3
s uden s 13 18.1 Lebanon 2 1.3
gene al consume s 59 81.9 Malaysia 2 1.3
Pla o m unisia 2 1.3
online 4 5.6 B azil 2 1.3
o line 62 86.1 Belgium 2 1.3
online & o line 6 8.3 C oa ia 2 1.3
Coun iesbnew Zealand 1 0.7
usa 22 14.67 Vie nam 1 0.7
China 17 11.33 Chile 1 0.7
india 11 7.33 sweden 1 0.7
uni ed Kingdom 9 6.00 Hunga y 1 0.7
Japan 8 5.33 nige ia 1 0.7
sou h Ko ea 8 5.33 sou h a ica 1 0.7
ge many 7 4.67 Finland 1 0.7
F ance 5 3.33 egyp 1 0.7
Russia 4 2.67 uk aine 1 0.7
aiwan 4 2.67 slo enia 1 0.7
spain 4 2.67 aus ia 1 0.7
i aly 3 2.00 Denma k 1 0.7
Mexico 3 2.00 slo akia 1 0.7
hailand 3 2.00 Bosnia 1 0.7
indonesia 2 1.33 He zego ina 1 0.7
u key 2 1.33 Mal a 1 0.7
Canada 2 1.33 i an 1 0.7
g eece 2 1.33
aConcep ual s udies and li e a u e e iews a e no inco po a ed in his able.
bFew o he s udies had samples collec ed om di e en coun ies.
COGENT BUSINESS & MANAGEMENT 17
In he cu en s udy, he co pus subsumed he 72 ex s ha included 13516 ex segmen s. The e
we e 4,80,067 wo ds, wi h an a e age o 6,576 occu ences pe ex . These occu ences we e composed
o 16186 o ms which included 6,237 hapaxes (38.53% o o ms, 1.30% o occu ences). O e all, 13,041
ac i e o ms we e used o analysis ( e e o Table 9).
The simila i y analysis aims o ze o p oximi ies be ween wo ds h ough a g aphical ep esen a ion.
This g aphical ep esen a ion is based on he chi-squa e o associa ion. As is e iden , he simila i y anal-
ysis yields he p incipal node o be consume e hnocen ism. The e a e i e dis inc clus e s (nodes) –
consume e hnocen ism, coun y, p oduc , b and, and pu chase ( e e o Figu e 6).
The lexicome ic analysis conduc ed by Reine (1990) u ilized ac o ial co espondence analysis
(Hi sch eld, 1935) o iden i y he leading g oup o associa ions in he co pus. This analysis esul ed in a
dend og am (Figu e 7), ep esen ing a hie a chical g ouping o wo ds and a wo-dimensional isualiza-
ion o wo d clus e s (Figu e 8).
Figu e 8, he dend og am, is a ee diag am illus a ing he ela ionships be ween simila da a se s,
wi h da a on clades and lea es. This en iched analysis o e s a deepe unde s anding o he associa ions
iden i ied h ough lexicome ic analysis and hei signi icance wi hin he s udied co pus by p o iding a
mo e de ailed desc ip ion o each class and i s implica ions.
Among he iden i ied classes, Class 4 (Cul u e) eme ges as he mos signi ican class ( e e o
Figu e 7). This class comp ises wo ds ha indica e a ious ace s o cul u e, including social, cosmopoli-
an, alue, and indi idual. The p ominence o Class 4 sugges s ha cul u e plays a c ucial ole in he
associa ions p esen in he co pus.
Class 2 (E ec ) is he nex mos signi ican class, cha ac e ized by a ional, posi i e, nega i e, mode -
a e, and signi ican wo ds. These wo ds highligh he in luence and impac associa ed wi h he analyzed
Table 8. Resea ch me hods used in consume e hnocen ism esea ch.
Resea ch me hods # %
sample ype
s uden o he
su ey 58 80.55 Fische and Zeugne -Ro h
(2016); Raško ić e  al.
(2020); ne emeye e al.
(1991); Klein e  al. (2006);
Kwak e  al. (2006);
Cle eland e  al. (2009);
Cle eland e  al. (2013);
ong and Li (2013); Jin
e  al. (2015); Kipnis e .al.
(2012); Li & He (2013);
guo (2013)
Wa son and W igh (2000); Hakan al in aş
and okol (2007); ak am e  al. (2011);
sha ma (2012); Ca pen e e al. (2013);
Hamin e  al. (2014); Lee and Mazodie
(2015); Balabanis and siamagka (2017);
P ince e al. (2019); Bizumic (2019);
Mainol i (2020); sun e  al. (2021);
aljukhada e  al. (2021); He che (1992);
He che (1992); Ca uana (1996); s eenkamp
and Baumga ne (1998); Balabanis and
Diaman opoulos (2004); Lu Wang and
Xiong Chen (2004); Ja algi e al. (2005);
Klein e  al. (2006); e anschi zky e  al.
(2008); Hsu and nien (2008); nguyen
e  al. (2008); Vida e  al. (2008);
Bandyopadhyay e  al. (2011); Josiassen
e  al. (2011); Wa ch a es ingkan (2010); Bi
e al. (2012); Kan e  al. (2014); Lee and
ae Lee (2013); Lysonski and Du asula
(2013); seiden uss e al. (2013); He and
Wang (2015); Kipnis e  al. (2012); nelson
& Deshpande (2013); Zol agha ian e  al.
(2014); Deb and sinha (2015); shan Ding
(2017); Das & Mukhe jee (2019); Kim e  al.
(2018); eng (2019); Ka oui and
Khemakhem (2019); omić Maksan e  al.
(2019); guo (2013); Lee e  al. (2017)1
expe imen 5 6.9 Wini e al. (2014); sha ma
and Wu (2015)
Lee e  al. (2017)a; Ma e  al. (2019); gammoh
e  al. (2019); shahabi ahanga kolaee and
go on (2020);
Mixed me hods 3 5.5 Lee e  al. (2020); Deb and
Chaudhu i (2014)
Yii e  al. (2020)
Li e a u e e iew 2 2.7 Balabanis and siamagka (2021); shanka mahesh (2006)
in e iew (s uc u ed/
semi-s uc u ed)
4 5.5 Qing e  al. (2012); Kipnis e  al. (2012); shahabi ahanga kolaee and go on
(2020)
sun e  al. (2021)
aFew s udies had u ilized bo h expe imen al and su ey me hods.
18 R. BABER ETAl.
con en . Class 2 sugges s ha e ec s o consequences a e an essen ial aspec o he associa ions
obse ed in he co pus.
Class 1 (Ma ke Resea ch) cap u es li e a u e- ela ed wo ds, indings, limi a ions, s udies, and u u e.
This class ep esen s he domain o ma ke esea ch, indica ing he p esence o esea ch- ela ed e mi-
nology and concep s in he analyzed co pus. I sugges s ha he con en e ol es a ound s udies, ind-
ings, and u u e implica ions wi hin he ield o ma ke esea ch.
Class 3 (Resea che s) app op ia ely clus e s no able esea che s such as Shimp, Sha ma, wang,
Ne emeye , and E enson. The p esence o his class indica es he ele ance and con ibu ion o hese
esea che s o he analyzed co pus. I sugges s ha hei wo k and pe spec i es plays a signi ican ole
in shaping he associa ions p esen in he da a.
las ly, Class 5 (Me hodology) encompasses wo ds such as ques ionnai e, su ey, da um, collec , and
sample. This class signi ies he impo ance o me hodological conside a ions and da a collec ion ech-
niques wi hin he co pus. I sugges s ha he me hodology employed in he esea ch and he p ocess
o ga he ing da a a e i al componen s o he analyzed con en .
The axis ep esen s he ames whe e wo ds a e g ouped s a is ically in ac o ial co espondence anal-
ysis. The g aphical ep esen a ion also shows i e classes o wo ds as isible in he dend og am. The axes
a e in e p e ed such ha one axis con as s Me hodology and Ou come, and he o he ep esen s
Cons uc and he Resea che s. On he posi i e side, he e a e wo ds ela ed o me hodology and cul u e.
Towa ds 0 and he nega i e side, some clus e s pe ain o he esea che s, ma ke esea ch, and e ec .
7. Fu u e a enues o consume e hnocen ism esea ch
Se e al u u e esea ch di ec ions can be conside ed o ad ance he unde s anding o consume e hno-
cen ism. Fi s , using memo y heo y, esea che s may explo e he in luence o seman ic and episodic
memo y on consume s’ animosi y owa ds p oduc s om hos ile na ions. Addi ionally, eblenian
social-psychological heo y can be employed o in es iga e he impac o consume s’ social and cul u al
backg ounds on hei buying beha io .
In e ms o con ex , conduc ing compa a i e s udies ac oss a ious de eloped and de eloping coun-
ies can con ibu e o he gene alizabili y o indings (lee e al., 2017; Shukla, 2010). Examining coun ies
wi h ideological di e ences is also sugges ed o gain insigh s in o e hnocen ic a ia ions. Quali a i e
Table 9. Desc ip i e s a is ics o lexicome ic analysis.
Desc ip ions s a is ics
ex s 76
ex segmen s 13516
occu ences 480067
a e age occu ences pe ex 6576.26
Fo ms 16186
Hapaxes 6237 (38.53% o o ms, 1.30% o occu ences)
ac i e o ms o analysis 13041
Figu e 6. Resul s o simila i y analysis.
COGENT BUSINESS & MANAGEMENT 19
esea ch me hods can p o ide a deepe unde s anding o consume e hnocen ism by cap u ing ich and
nuanced pe spec i es.
Rega ding cha ac e is ics, u u e esea ch should ocus on examining he in luence o consume s’ e h-
nocen ism on hei buying beha io . Fu he mo e, explo ing he ela ionship be ween poli ical leade -
ship, pe cei ed p oduc quali y, and consume e hnocen ism can shed ligh on addi ional ac o s shaping
consume a i udes.
Figu e 7. Dend og am wi h named classes o he whole co pus.
Figu e 8. Clus e s o he whole co pus.

20 R. BABER ETAl.
In e ms o me hodology, a combina ion o mixed esea ch me hods, including quali a i e and expe -
imen al app oaches, can be employed o unco e unique an eceden s and consequences o consume
e hnocen ism. (Babe e al., 2022; Beng sson, 2016; Ha ding & whi ehead, 2016; Hoep l, 1997; Moj ahed
e  al., 2014; an’ Rie e  al., 2001). This comp ehensi e app oach may con ibu e o a mo e nuanced
unde s anding o his phenomenon and p o ide aluable insigh s o ma ke e s and policymake s alike
(Table 10).
Table 10 p esen s p eposi ions o he u u e esea ch di ec ions.
• Using memo y heo y, explo e he in luence o seman ic and episodic memo y on consume s’ ani-
mosi y owa ds p oduc s om hos ile na ions.
• Employ eblenian social-psychological heo y o in es iga e he impac o consume s’ social and cul-
u al backg ounds on hei buying beha io .
• Examine coun ies wi h ideological di e ences o gain insigh s in o e hnocen ic a ia ions.
• Focus on examining he in luence o consume s’ e hnocen ism on hei buying beha io .
8.Theo e ical and p ac ical implica ions
This s udy holds signi ican academic implica ions as i comp ehensi ely e alua es consume e hnocen-
ism esea ch, acing i s e olu ion. The au ho s conduc ed a ho ough li e a u e assessmen , examining
he la es de elopmen s and discussing in luen ial a icles in he ield. Th ough his p ocess, i became
e iden ha consume e hnocen ism esea ch has e ol ed since i s incep ion. Building upon his oun-
da ion, he au ho s de eloped an in eg a i e concep ual model, add essing he an eceden s, media o s,
mode a o s, and consequences o consume e hnocen ism. The an eceden s we e ca ego ized in o h ee
key ac o s: socio-psychological, poli ical, and demog aphic. This ca ego iza ion summa izes he a ious
a iables explo ed in consume e hnocen ism esea ch, u he enhancing ou unde s anding o his
phenomenon. O e all, his s udy con ibu es o he body o knowledge on consume beha io by p o-
iding a comp ehensi e assessmen , highligh ing he e olu iona y na u e o consume e hnocen ism,
and p esen ing a s uc u ed concep ual model.
This sys ema ic li e a u e e iew has highligh ed p e iously neglec ed a eas wi hin consume e hno-
cen ism esea ch. The au ho s ha e pu o h insigh ul sugges ions o u u e in es iga ions in his ield.
Despi e he subs an ial impac o globaliza ion on in e na ional ma ke ing p ac ices, consume e hnocen-
ism has shown li le change o e ime. Howe e , he ac o s in luencing consume e hnocen ism and
i s implica ions ha e unde gone shi s. Consequen ly, he e is a g owing demand o u he esea ch o
del e deepe in o consume e hnocen ism. Explo ing hese unexplo ed a enues may con ibu e o a
be e unde s anding o his phenomenon. Ul ima ely, his s udy signi ican ly con ibu es o he exis ing
knowledge o consume beha io , speci ically wi hin in e na ional ma ke ing.
Table 10. Fu u e esea ch di ec ions.
heo y de elopmen • Resea che s in he u u e may use memo y heo y o examine he
in luence o seman ic and episodic memo y on consume s’ animosi y
owa ds p oduc s o a hos ile na ion.
• Veblenian social-psychological heo y may be used o explo e he
in luence o consume s’ social and cul u al backg ounds on hei
buying beha iou .
Con ex • schola s a e sugges ed o s udy consume e hnocen ism in a ious
de eloped and de eloping coun ies o gene alisa ion pu poses.
• he coun ies wi h ideological di e ences can be examined as a way
o s udying e hnocen ic di e ences.
• Mo e quali a i e esea ches may be ca ied ou on consume
e hnocen ism.
Cha ac e is ics • in he u u e, esea che s should s udy he in luence o consume s’
e hnocen ism on buying beha iou .
• Fu u e esea ch may examine whe he poli ical leade ship and
pe cei ed quali y in luence consume e hnocen ism.
Me hods • mixed esea ch me hods, quali a i e, and expe imen al me hods may
be u ilized in u u e esea ch o disco e a ew unique an eceden s
and consequences o consume e hnocen ism
COGENT BUSINESS & MANAGEMENT 21
This li e a u e e iew o e s aluable sugges ions o o ganiza ions and ma ke ing manage s ope a ing in
in e na ional ma ke s. In e na ional ma ke ing p ac i ione s can gain insigh s in o hei ela i e ele ance by
iden i ying he ac o s ha in luence consume e hnocen ism and ca ego izing hem in o socio-psychological
and poli ical ac o s. Inco po a ing hese aspec s in o en y ac ics can p oduce posi i e ou comes in o e -
seas ma ke s. Fu he mo e, analyzing ends e eals he g owing in luence o consume e hnocen ic en-
dencies. To add ess compe i ion om domes ic ma ke e s in in e na ional ma ke places, o e seas ma ke e s
should explo e new echniques o mi iga e e hnocen ism’s impac on consume beha io . I is wo h no -
ing ha he s udy’s ep oducibili y adds c edibili y, p o ided ha esea che s adhe e o he same inclusion
c i e ia and me hodology. Howe e , one no able limi a ion o he s udy is he delibe a e selec ion o a
speci ic b acke o inclusion, which may es ic he gene alizabili y o he indings.
9. Conclusion
Al hough esea ch on consume e hnocen ism has been conduc ed in he pas , he p e ious a icles we e
an iqua ed and consequen ly didn’ con ain he exis ing academic li e a u e on consume e hnocen ism and
hus we e unsuccess ul in deli e ing he p esen con empo a y li e a u e. As a esul , he esea che s ied o
answe he h ee esea ch objec i es by syn hesizing he consume e hnocen ism e iew o li e a u e h ough
he TCCM amewo k: "wha do we know abou consume e hnocen ism esea ch?", "how do we know abou
consume e hnocen ism?" and "wha a e he u u e a enues o consume e hnocen ism esea ch?" Resea che s
ha e e iewed 72 jou nal a icles on consume e hnocen ism a ailable h ough ABDC (A* and A ca ego y) and
p oposed ecu en ly es ed se s o an eceden s, consequences, mode a o s, and media o s examined wi h con-
sume e hnocen ism. Conce ning he i s esea ch ques ion, we obse ed ha consume e hnocen ism
esea ch eme ged in he la e 1980s and expe ienced an exponen ial ise in subsequen yea s, pa icula ly a e
2007. Due o app op ia eness and impo ance, consume e hnocen ism esea ch has been published in op- ie
ma ke ing jou nals, including he Jou nal o Business Resea ch, In e na ional Ma ke ing Re iew, Jou nal o
Consume Ma ke ing, Asia Paci ic Jou nal o Ma ke ing and logis ics, Jou nal o he Academy o Ma ke ing
Science, and Jou nal o Consume Beha iou .
Addi ionally, c ea ed on he analysis, he au ho s ha e de eloped a concep ual amewo k ha dis-
plays ha se e al an eceden s ha a e, socio-psychological, poli ical, and demog aphic an eceden s in lu-
ence consume e hnocen ism and consume beha io conce ning local/in e na ionally ma ke ed
p oduc s/se ices, which in u n in luence in en ion o buy and epea pu chase, willingness o pay,
b and p e e ence and p oduc judgmen . Rega ding he second esea ch ques ion, he esea che s ound
ha he social iden i y heo y was he mos equen ly used, ollowed by he heo y o planned ac ion
and he heo y o easoned ac ion. A he same ime, esea che s p ima ily used empi ical esea ch me h-
ods in consume e hnocen ism esea ch. while answe ing he hi d esea ch ques ion, he au ho s ha e
iden i ied c i ical gaps in consume e hnocen ism esea ch. As a esul , au ho s ha e o e ed a ew
insigh ul di ec ions o u u e a enues o esea ch o imp o e unde s anding o consume e hnocen-
ism. The e ol ing shape o he mode n wo ld will shi he global economic o de , and he s udy b ings
e hnocen ism esea ch up- o-speed a a e y ele an hou .
Disclosu e s a emen
No po en ial con lic o in e es was epo ed by he au ho (s).
Abou he au ho s
D . Ru u aj Babe is an Associa e P o esso , School o Business & Managemen , Ch is Uni e si y,
Delhi-NCR, Ghaziabad. He specializes in ields like consume decision-making, esea ch me hodology
and ma ke o ien a ion. He has mo e han 50 pape s in na ional and in e na ional jou nals and
con e ence p oceedings.
22 R. BABER ETAl.
D . Shilpa Sankpal is cu en ly associa ed as Assis an P o esso wi h S KM’s NMIMS Indo e Campus.
She has mo e han wel e yea s o eaching expe ience, and he specializa ion a e Ma ke ing and
Gene al Managemen subjec s. Se e al o he case s udies a e egis e ed a Case Cen e UK.
D . P e ana Babe is lec u e a SoS in Managemen , Jiwaji Uni e si y, Gwalio , Madhya P adesh. India.
She specializes in manage ial decision-making, esea ch me hodology, and social media ma ke ing. D .
P e ana Babe has mo e han 12 a icles published in na ional and in e na ional jou nals and p esen ed
a icles in epu ed in e na ional con e ences.
Chanda Gula i is p esen ly wo king as Associa e P o esso in HR & OB a P es ige Ins i u e o
Managemen & Resea ch, Gwalio . Ha ing 14 yea s o expe ience in indus y and academia, she has
published pape s and case s udies in ABDC, Scopus, web o Sciences and Rou ledge. She has
edi ed se en books.
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