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 are activated in their minds.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands