Perceived Vulnerability in Consumer Ethnocentrism

Jorge A Wise


This research establishes that the consumers perceived vulnerability to a threat is a relevant variable that modifies the preference for domestic origin products. Many times, consumers balance their personal well-being with their sense of in-group identity, particularly when their preference for domestic products above foreign ones is expected. This study demonstrates that perceived vulnerability to a threat such as damaging one’s personal well-being is a relevant factor when consumers express their preference for domestic products.


Consumer ethnocentrism, perceived vulnerability, domestic products, consumer preference, Mexico

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