Attitude Toward Globalization and Country-of-Origin Evaluations: Toward a Dynamic Theory

Abstract

ABSTRACT In theory, increased globalization should lead to greater openness to different cultures, thereby reducing consumer ethnocentrism and resulting in improved consumer perceptions and behavior with respect to foreign products. However, empirical studies testing the impact of globalization have met with mixed results possibly due to the effects of globalization occurring at different levels in the mind-sets among consumers. This notion of “multi-layered consciousness” and its effects on country of origin image are proposed and tested in a theoretical model incorporating a dynamic theory of globalization, to supplement the conventional theory of country-of-origin effects. As predicted, results showed that country-of-origin image is negatively influenced by consumer ethnocentrism, but is not positively influenced by globalization, despite consumers' self-perceived global mindsets (i.e., positive attitude toward globalization and subsequent global openness).