Measuring the impact of inter‐attitudinal conflict on consumer evaluations of foreign products

Purpose – Most consumers can buy products from various countries, including their own. Some prefer local products; others prefer the superior quality, price, or image of foreign products. This study aims to investigate the strength of these preferences and their effects on consumers' evaluations of, and intentions to buy, foreign products. Design/methodology/approach – With a sample of 571 Thai consumers, this study measures consumer ethnocentrism (CET), a general attitude, and country‐specific attitudes toward three product categories (cars, radios, and pens) with American brand associations. Findings – Thai consumers' evaluations of US products vary at different levels of consumer ethnocentrism and country‐specific attitudes. Research limitations/implications – Although it extends existing research into a less developed country setting, this study still relies on data from a single country. Practical implications – Managers of both local and foreign brands can make use of these findings to position their offerings appropriately in Thailand. Originality/value – This study extends the use of the CET concept to a less developed country and confirms prior results obtained in developed nations. In addition, it considers the joint effects of country‐specific and general attitudes in combination.