TY - JOUR
T1 - Stereotyping, buyer familiarity and ethnocentrism
T2 - A cross-cultural analysis
AU - Chasin, Joseph B.
AU - Holzmuller, Hartmut H.
AU - Jaffe, Eugene D.
PY - 1989/2/24
Y1 - 1989/2/24
N2 - This paper presents the results of a cross-cultural, comparative study of United States and Australian buyer perceptions of industrial goods made in Eastern Europe. Many COMECON countries possess skilled workers and natural resources which afford them with comparative advantage in the manufacture of a range of consumer and industrial goods. However, in practice, trade with the United States and most Western European countries is limited by administrative trade restrictions. In the event that restrictions are removed, would trade between East and West increase subtantially? In order to test the assumption that purchase experience with Eastern goods promotes a more favorable image (or less stereotyping), two studies of industrial goods buyers were completed, one in New York, the other in Vienna. Austrian respondents were selected because their buying experience with Eastern Europe goods was greater. Results show that despite the differences in trade proportions, stereotyping of Eastern Europe goods exists in both the United States and Austria.
AB - This paper presents the results of a cross-cultural, comparative study of United States and Australian buyer perceptions of industrial goods made in Eastern Europe. Many COMECON countries possess skilled workers and natural resources which afford them with comparative advantage in the manufacture of a range of consumer and industrial goods. However, in practice, trade with the United States and most Western European countries is limited by administrative trade restrictions. In the event that restrictions are removed, would trade between East and West increase subtantially? In order to test the assumption that purchase experience with Eastern goods promotes a more favorable image (or less stereotyping), two studies of industrial goods buyers were completed, one in New York, the other in Vienna. Austrian respondents were selected because their buying experience with Eastern Europe goods was greater. Results show that despite the differences in trade proportions, stereotyping of Eastern Europe goods exists in both the United States and Austria.
UR - http://www.scopus.com/inward/record.url?scp=0009193053&partnerID=8YFLogxK
U2 - 10.1300/J046v01n02_02
DO - 10.1300/J046v01n02_02
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AN - SCOPUS:0009193053
SN - 0896-1530
VL - 1
SP - 9
EP - 29
JO - Journal of International Consumer Marketing
JF - Journal of International Consumer Marketing
IS - 2
ER -