Harper Collins Dictionary of Sociology. Ethnocentrism defines Ethnocentrism as the attitude of prejudice or mistrust towards outsiders that may exist within a root word (in- root) in relation to other (out- chemical group).... (Harper-Collin Dictionary of Sociology). There ar three important levels of ethnocentrism: a positive one, a prejudicial one, and an innate negative one. The positive definition defines ethnocentrism as the dot of view that ones own charge of life is to be like to all others (Herskovits 1973: 21). There is nothing wrong with such feelings, because it characterizes the way most individuals feel about their own cultures, whether or not they verbalize their feelings (Herskovits 1973:21). This point of view gives people their sense of people-hood, group identity, and place in history. Ethnocentrism becomes negative when ones own group becomes the pith of everything, and all other are scaled and rated with reference to it(Herskovits 1973:21). It reaches extreme negative form when a more powerful group not only imposes its rule on another, but actively depreciates the things they hold to be of value (Herskovits 1973:103). This third level of ethnocentrism is open up in examples of racial segregation, the holocaust, and genocide of a race of people.
Ethnocentrism is universal. Consumer ethnocentrism is what is employ when trying to find out the consumers reaction to foreign products.
Consumer ethnocentrism is outlined by Shimp and Sharma (1987) as beliefs held by consumers about the appropriateness or morality of purchasing foreign products . If consumers think that purchasing merchandise goods will hurt the domestic economy, it not only has an ready on domestic employment, and is unpatriotic but the company that was mentation of introducing this new product to the consumer may have lost a great bit of money in doing so. . Ethnocentrism does not pull ahead the majority but can actually...
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