Demographic Influences on Consumer Ethnocentrism: A Two-Study Analysis Demonstrating How Industry-Specific Personal Characteristics Impact the Occupation, Education, Marital Status, Sex and Race Dynamic

Abstract

Two national surveys were conducted in the United States to test the influence of seven demographic variables on consumer ethnocentrism. Study 1 suggests a social class influence (education and occupation) on consumer ethnocentrism towards automobile brands in the United States, plus a significant relationship between marital status and consumer ethnocentrism. Study 2 tests the impact of U.S. automobile industry-specific knowledge, beliefs, and job-related behavior on ethnocentrism using similar demographic variables. Without considering industry-specific measures, occupation again significantly impacts consumer ethnocentricity among participants. However, when industry-specific measures are included, the underlying influence of gender and race on consumer ethnocentrism is revealed.