Project Details
Description
This research proposal seeks to create a scale for measuring xenocentrism in Gen Z consumers, whose product preferences are notably influenced by global digital culture.
| Status | Not started |
|---|
Understanding and Quantifying Xenocentrism in Gen Z Consumers: Development and Validation of a Xenocentrism Scale.
- Pennano Villanueva, Carla (PI)
- Rojas-Méndez, José I. (CoI)
- Rivas, Andrea (CoI)
- Hudson, Urpi Torrado (CoI)
- Juárez, Laura (CoI)