Consumer ethnocentrism: an integrative review of its antecedents and consequences

Mahesh N. Shankarmahesh (College of Business Administration, University of Missouri – St Louis, St Louis, Missouri, USA)

International Marketing Review

ISSN: 0265-1335

Publication date: 1 March 2006



To provide an integrative review of the antecedents and consequences of consumer ethnocentrism (CET).


A comprehensive review of works on CET to date is put forward. An integrative framework and a detailed summary table are provided.


Four categories of antecedents, namely, socio‐psychological, political, economic and demographic are gathered from the literature. Direct consequences and indirect consequences through relevant mediators and moderators are identified. Future research directions are offered.

Practical implications

The compendium of antecedents and consequences of CET can be used by international marketing managers for their segmentation and target marketing strategies.


As new vistas emerge for furthering international trade in goods and services, this paper provides a timely review and an integrative framework of existing research on CET, its antecedents and consequences. This paper contributes to the marketing discipline both by integrating a wide body of research on an important international marketing topic and by offering broad avenues for further research.



Shankarmahesh, M. (2006), "Consumer ethnocentrism: an integrative review of its antecedents and consequences", International Marketing Review, Vol. 23 No. 2, pp. 146-172.

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Copyright © 2006, Emerald Group Publishing Limited

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