Stereotyping, buyer familiarity and ethnocentrism: A cross-cultural analysis

Joseph B. Chasin, Hartmut H. Holzmuller, Eugene D. Jaffe

Research output: Contribution to journalArticlepeer-review

17 Scopus citations


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.

Original languageEnglish
Pages (from-to)9-29
Number of pages21
JournalJournal of International Consumer Marketing
Issue number2
StatePublished - 24 Feb 1989


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