Abstract:
This current study aimed at investigating the effects of gender (male versus female) and age (younger versus older) on consumer ethnocentrism and animosity in Indonesia in regard to eight opposed countries. Based on the ANOVA test, the findings showed that female and young consumers have a higher political and economical animosity; while female and old consumers tend to have higher ethnocentrism. The Indonesian consumers are very ethnocentric; The United States of America and Malaysia found to be the two opposed countries with the highest score of animosity. The economic animosity is higher than politic animosity in China and Taiwan as the opposed countries. These findings can be utilized by marketers in designing marketing communication and segmentation strategies.
Machine summary:
Cheng 1,2Department of Business Administration, National Central University, Chung-Li City, Tao-Yuan County, Taiwan Received 8 January 2011; Accepted 26 Janua ry 2 011 This current study aimed at investigating the effects of gender (male versus female) and age (younger versus older) on consumer ethnocentrism and animosity in Indonesia in regard to eight opposed countries.
Based on the ANOVA test, the findings showed that female and young consumers have a higher political and economical animosity; while female and old consumers tend to have higher ethnocentrism.
Consumer ethnocentrism a n d animosit y wi ll infl uence wi lli n gn ess or unwillingness of con sumers to purchase foreign products from companies based in or associated with an opposed country in the international market place.
In accordance with the theoretical arguments and previous research results, therefore, this study proposes its first research hypothesis: H1a, b, c: Gender (male and female) differs in consumer ethnocentrism, politic animosity and economic animosity.
Each of respondents evaluated their ethnocentrism and animosity toward 8 opposed countries (within subject design) such as Netherland, Japan, the United States, Australia, China, Malaysia, Singapore, and Taiwan.
The effect of age toward animosity and ethnocentrism only could be found in the United States as opposed country, young consumers showed a higher political an d econ omical animosity in compar ison to old consumers.
For all 8 opposed countries, the data presented that young consumers have higher negative attitudes toward specific country (political and economical animosity) ( table 3 ).