Xenocentrism is a preference for products, styles, or ideas from other people's cultures and not from their own. One example is the romanticization of the virtuous ferocity in the 18th century primitivism movement in European art, philosophy, and ethnography. Xenocentrism is opposed by ethnocentrism, the perceived superiority of society itself to others. Both xenocentrism and ethnocentrism are subjective views of cultural relativism.
Video Xenocentrism
The origin of the term
Xenocentrism was created by American sociologist Donald P. Kent and Robert G. Burnight in the 1952 paper "Group Centrism in Complex Societies" published in the American Journal of Sociology. Kent and Burnight suggest that xenocentrism's feelings are caused by three possible factors; individuals who have a family relationship with a foreign country, second or third generation immigrants, those who oppose the political choice of their home country, an example of this being the US Communist Party that idealizes the Soviet Union and its anti-capitalist government, and other cultured and disenfranchised individuals with and rebelling against their own society. This term remains unclear but is considered useful and is sometimes used by other sociologists. The University of Florida treats it as a key term for Sociology.
This term contradicts ethnocentrism, as created by 19th-century American sociologist William Graham Sumner, who describes the natural tendency of an individual to place a disproportionate value to one's own cultural values ​​and beliefs relative to others.
Maps Xenocentrism
Consumer xenocentrism
Rene Dentiste Mueller and Amanda Broderick are the first to apply the concept of xenocentrism (CX) consumers to describe the preferences of some consumers to foreign goods even when domestic goods are qualitatively and/or functioning equally or better. Although the CX phenomenon is global, the researchers cite a large number of studies that show there is a more proportional consumer xenocentrics in former colonies where locals have been conditioned to see 'foreign' as being better. The consequence of consumer xenocentrism is its negative effects on local industry and on the decline in living standards as poor consumers buy overseas (often) more expensive products. Consumer Xenocentrism, especially among the local elite, reduces confidence and pride in local manufacturing that can lead to the loss of local industry, a decline in purchasing choices, especially among traditional products or even dependence on foreign products. Mueller, Wang, Liu and Cui, apply the concept to China and show consumer xenocentrism is not a new phenomenon. The researchers were also able to show that when consumer xenocentrism grows too much, the 'shelter' mentality causes the pendulum to swing back toward consumer ethnocentrism (nationalism).
In his doctoral dissertation, Steven James Lawrence suggests xenocentrism may be influential in making consumer buying decisions because they may have "a favorable orientation to products from outside their membership group.
Puja Mondal cites examples from India:
"People in India often assume that the British lifestyle (clothing patterns, etc.), French fashion or Japanese electronic devices (TVs, tape recorders, mobile devices, washing machines, etc.) and Swiss watches are superior to their own. "
Grace Susetyo suggested "the idea that foreign cultures and their elements are higher than local" led to a cultural identity crisis among Western-educated Indonesians and a problem that needs to be eradicated.
George Balabanis and Adamantios Diamantopoulos further define consumer xenocentrism as a multi-dimensional construction used to explain the proximity of consumers to foreign products. They define consumer xenocentrism to root in two concepts, perceived low self-esteem of domestic goods and widespread perception of overseas products.
The International Business Academy is studying "out of group favoritism and in-group derogation" as a consumer effect in the Chinese consumer market.
Consumer xenocentrism measurements
Lawrence uses the definition of xenocentrism, conceived by Kent and Burnight, to describe proposing a potential scale, CXENO, to predict how the xenocentric views of non-domestic goods affect consumer behavior. The most recent scale is proposed for the xenocentric quantity consumer trend, XSCALE, including both social xenocentrism examples and consumers.
Economists are beginning to incorporate consumer xenocentrism, along with other consumer sentiments such as consumer ethnocentrism and consumer cosmopolitanism, in their analysis of consumer behavior. Recent research has looked at how these three influences affect each other.
See also
References
Further reading
- Merton, Robert K. "Insiders and outsiders: One chapter in the sociology of knowledge". American Journal of Sociology (1972): 9-47.
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