Ethnocentrism and Consumer Knowledge in the U.S. Auto Consumer

Abstract This study explores consumer ethnocentrism, consumer knowledge of countries of origin of automobiles, and the relationship between these and consumers’ preferences and purchases of vehicles. Consumer ethnocentrism varies significantly within the U.S. population, resulting in groups that are not ethnocentric, moderately ethnocentric, and highly ethnocentric. While ethnocentrism is a significant factor in perceptions, attitudes, and purchase intentions, consumers have limited knowledge of where vehicles are made. Consumers rely primarily on country of brand rather than country of origin, and their attitudes and purchases reflect those brand perceptions.