Country of Origin Attitudes in Mexico

This study established three fundamental research goals: to determine the degree to which upper class Mexicans have a positive attitude toward foreign made products using the CETSCALE; to ascertain socio-demographic characteristics associated with malinchismo; and to evaluate if malinchismo influences Mexican consumers' purchasing behavior. Using interviews with 400 Mexican consumers, it was determined that upper-income Mexicans prefer foreign products, but this was mediated by age, education, and household size.