How the brand–endorser origin shapes brand attitudes and purchase Intentions assessing ethnocentric versus xenocentric mindsets and their impact on messaging persuasion

This study examined the combinative effects of dynamic cultural mindsets—ethnocentrism and xenocentrism—on the brand and endorser origin contingencies on eliciting favorable attitudes toward the advertisement.


  • Individuals do not have a monolithic cultural orientation. Rather, their dynamically situated disposition can be flexibly activated.
  • People can be either ethnocentric or xenocentric, depending on which situational cues...