File(s) under embargo

Reason: Requested by the publisher

621

days

4

hours

until file(s) become available

Segmenting young-adult consumers in East Asia and Central and Eastern Europe – The role of consumer ethnocentrism and decision-making styles

journal contribution
posted on 06.07.2020 by Matevz Raskovic, Z Ding, M Hirose, V Žabkar, Kim Fam
© 2019 Elsevier Inc. The article addresses consumer ethnocentrism (CET) and consumer decision-making styles (CDMS) of young-adult consumers. We explore the level of between- and within-regional differences in CDMS in East Asia and Central and Eastern Europe. Drawing on Social identity theory, we explore various “constellations” of young-adult consumers with regards to their CDMS and assess to what extent can we discriminate between various consumer segments based on CET. We test hypotheses on matched samples' survey data from China, Japan, Slovenia and Croatia. Our study confirms low ethnocentric tendencies of young-adult consumers at regional, country and segment levels. We identify diverse CDMS archetypes between and within the respective countries and regions. Inter-regional differences are not bigger than country-level differences. We find weak pair-wise correlations between CET and some CDMS only in the case of Central and Eastern Europe.

History

Preferred citation

(2020). Segmenting young-adult consumers in East Asia and Central and Eastern Europe – The role of consumer ethnocentrism and decision-making styles. Journal of Business Research, 108, 496-507. https://doi.org/10.1016/j.jbusres.2019.04.013

Journal title

Journal of Business Research

Volume

108

Publication date

01/01/2020

Pagination

496-507

Publisher

Elsevier BV

Publication status

Published

ISSN

0148-2963

eISSN

1873-7978

Language

en

Exports