The Psychological Underpinnings of Turkish Consumer Choices: Xenocentrism.

This study examines psychological drivers influencing Turkish consumer choices, specifically Xenocentrism's role in purchasing decisions. Analyzing data from 377 young, urban, educated respondents, the research explores the relationship between Xenocentrism, Animosity, and Product Judgment affecting the willingness to buy U.S. goods. Employing Structural Equation Modeling (SEM) and validated scales, the study challenges the conventional belief that Animosity toward a foreign country reduces purchase willingness. Findings indicate that Personal and National Animosity may coincide with or increase the propensity to purchase despite Product Judgments. This suggests a complex consumer decision-making paradigm, where Animosity is intertwined with identity assertion and perceived product quality. Results show Turkish consumers' purchase intentions are grounded in product excellence, with perceived superiority shaping xenocentric buying preferences. The implications extend to rethinking consumer behavior models in emerging markets, accounting for the nuanced influences of Animosity, product evaluation, and global cultural narratives. This nuanced understanding of Xenocentrism contributes to the literature by delineating how consumer Animosity and global cultural narratives inform behavior in a post-truth world, providing actionable insights for both theorists and practitioners in the field. [ABSTRACT FROM AUTHOR]

Copyright of Journal of International Consumer Marketing is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)