United States consumers believe that Swiss chocolate is superior to other chocolate and Russian caviar is superior to other caviar. This is an example of consumer ethnocentrism.

Question

Quizplus · Accepted Answer

Preference for Swiss chocolate or Russian caviar stems from product-country stereotypes. Consumer ethnocentrism is the belief that own-country products should be consumer. Thus, the American ethnocentric consumer would prefer Hershey's chocolate (i.e., American chocolate) to Swiss chocolate.

United States Consumers Believe That Swiss Chocolate Is Superior to Other