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December 5, 2025Marketing Management JournalOpen Access

The Impact of a Social Desirability Bias on Consumer Ethnocentrism Research: A Cross-National Perspective

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Authors

GHG. Tomas M. HultBKBruce D Keillor

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Overview

Cross-national analysis reveals social desirability bias influences consumer ethnocentrism, suggesting important implications for marketers.

Key Points

  • Consumer ethnocentrism is influenced by social desirability bias, highlighting a key consideration for marketers.
  • The study identifies cultural identities as a significant factor in consumer behavior across nations.
  • Analysis based on cross-national samples reveals the complexity of measuring consumer ethnocentrism accurately.
  • Understanding these dynamics may enable more effective marketing strategies globally.

Cite This Study

Hult et al. (1994) studied this question.

synapsesocial.com/papers/6932313d8e51979591dced4ahttps://doi.org/10.63963/001c.150662
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