Abstract
Utilising the consumers’ ethnocentric tendencies scale (Shimp and Sharma, 1987), undergraduate US business students participating in an international field study course were measured on their consumer ethnocentric tendencies before and after travel to Europe. Contrary to past research, this exploratory study suggests that students became slightly more ethnocentric regarding their attitudes towards foreign-made products after the travel experience. However, measures of student attitudes towards study abroad and learning outcomes were quite positive, indicating that a short international field study is a valuable experience for students who might not otherwise have the option to travel abroad.
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