Parental influence on the levels of regional ethnocentrism of youth

What is it about?

This investigation studies the influence of parents on the level of regional ethnocentrism in their children. The proposed model considers the parents’ levels of regional identity and regional ethnocentrism as potential antecedents of ethnocentrism among their children. The results are based on 195 triads consisting of young consumers and their parents. The findings show that despite low levels of ethnocentrism among youth, parental influence is significant and greater than the effect of other variables. The exploratory analysis presented here supports the assumption that consumer ethnocentrism is a general tendency acquired during childhood through the process of socialization.

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