Geirgia State University
Journal of Middle East Media
The subject of consumer ethnocentrism is discussed in the context of advertising country-of-origin effects. The literature and suggestions concerning the phenomenon in the Middle East are brought up and a study using U.S. and Egyptian samples is described. The findings show some evidence of consumer ethnocentrism in both countries, though statistical significance is only achieved with U.S. data, generally consistent with prior writing and research focused on developed versus developing countries. Special attention is given to the construct of worldliness and though not statistically significant, results suggest it may be a factor deserving additional study.
Keenan, Kevin and Pokrywczynski, James, "Consumer Ethnocentrism: A Comparison of Arab and Western Audiences" (2010). College of Communication Faculty Research and Publications. 498.
Published version. Journal of Middle East Media, Vol. 6, No. 1 (2010): 50-61. Publisher link. ©2018 Georgia State University. Used with permission.