Purpose: The purpose of this paper is to obtain evidence for validity of the consumer xenocentrism scale adapted to wine consumption in Brazil. Xenocentrism is the internalized belief of the consumer about the inferiority of national products, and a propensity to prefer foreign products when...

The purpose of this paper is to investigate the student’s choice of a higher education institution (HEI) in Brazil, through the Consumer Cultural Influence Model (CCIM), that considers subjective aspects of consumer behavior involving human values, social axioms, judgment and meaning of...