Date of Award

Fall 2017

Document Type


Degree Name

Doctor of Philosophy (PhD)




Business Administration-Marketing

Committee Director

Mahesh Gopinath

Committee Member

Anusorn Singhapakdi

Committee Member

Ivan K. Ash


It is well acknowledged that consumer ethnocentrism has a negative effect on evaluations of foreign products, brand-related attitudes toward foreign brands, and purchase intentions of the non-local products. However, an investigation into the role of consumer ethnocentrism at the post-consumption stage had been neglected. Specifically, when a product fails for a consumer. The main purpose of this dissertation is to study the role of consumer ethnocentrism on the post purchase consumption emotions and complaint behaviors. This dissertation proposes that cognitive appraisals of antecedent events and individual social traits will lead to differentiated outcomes. Domestic products that are perceived to be from one’s own in-group will lead high ethnocentrism consumers to judge those products (in group) favorably compared to foreign products (out group). Therefore, when in-group members perform harmful actions, individuals may defend the negativity of the actions of the fellow group members and exhibit a high tolerance for their wrong doing. Two experimental studies in this dissertation provides evidence to support the proposition that highly ethnocentric consumers tend to lessen the importance of self-related failures but emphasize the failure of out-group members and punish the foreign products more severely than domestic products when the product fails. They showed higher level of negative emotions such as anger and regret for foreign product failures compared to domestic product failures. Similarly, they are more likely to engage in retaliatory behaviors such as negative word of mouth, switching, boycotting when foreign product fails. In contrast, in thecase of domestic product failure, high ethnocentrism consumers engage in more conciliatory







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