... wrong market decisions because of a lack of understanding of Eastern consumer culture. Design/methodology/approach Based on consumer xenocentrism, this paper helps global enterprises better understand Chinese consumers' psychology in foreign goods, which is conducive to the development...

... and focus groups in three cities in China. Findings – This study has found that consumer xenocentrism (CX) is prevalent in China, especially among the new emerging wealthy classes, younger consumers, and the local elite. It appears that Chinese consumers are psychologically or sociologically...