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Harper Collins Dictionary of Sociology Ethnocentrism defines Ethnocentrism as the attitude of prejudice or mistrust towards outsiders that may exist within a group in-group in relation to other out-group Harper-Collin Dictionary of Sociology There are three important levels of ethnocentrism a positive one a negative one and an extreme negative one The positive definition defines ethnocentrism as the point of view that ones own way of life is to be preferred to all others Herskovits 1973 21 There is nothing wrong with such feelings because it characterizes the way most individuals feel about their own cultures whether or not they verbalize their feelings Herskovits 197321 This point of view gives people their sense of people-hood group identity and place in history Ethnocentrism becomes negative when ones own group becomes the center of everything and all other are scaled and rated with reference to itHerskovits 197321 It reaches extreme negative form when a more powerful group not only imposes its rule on another but actively depreciates the things they hold to be of value Herskovits 1973103 This third level of ethnocentrism is found in examples of racial segregation the holocaust and genocide of a race of people Ethnocentrism is universal Consumer ethnocentrism is what is used when trying to find out the consumers reaction to foreign products Consumer ethnocentrism is defined by Shimp and Sharma 1987 as beliefs held by consumers about the appropriateness or morality of purchasing foreign products If consumers think that purchasing imported goods will hurt the domestic economy it not only has an effect on domestic employment and is unpatriotic but the company that was thinking of introducing this new product to the consumer may have lost a great bit of money in doing so Ethnocentrism does not benefit the majority but can actually cause more problems It does not allow for any other voice other than that company or country
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