a new phenomenon. The researchers were also able to show that when consumer xenocentrism grew too much, a ‘protection of the herd’ mentality caused the pendulum to swing back towards consumer ethnocentrism (nationalism). In his doctoral dissertation, Steven James Lawrence suggests xenocentrism may be an influential in making consumers buying decisions as they might have "favorable orientations to products from outside their membership group." Puja Mondal cited some examples from India: "People in India often assume that British lifestyle (dress pattern, etc.), French fashion or Japanese electronic devices (TV, tape recorders, mobile set, washing machines, etc.) and Swiss watches are superior to their own." Grace Susetyo suggests "the idea that foreign cultures and their elements are superior to the local" causes a crisis of cultural identity among Western-educated Indonesians and is a problem that needs to be eradicated. George Balabanis and Adamantios Diamantopoulos further defined consumer xenocentrism to be a multi-dimensional construct by which to explain consumer affinities for foreign products. They define consumer xenocentrism to be rooted in two concepts, perceived inferiority of domestic goods and aggrandized perception of foreign products. The Academy of International Business is studying "out of group favoritism and in-group derogation" as a consumer effect in the Chinese consumer market. Measurement of consumer xenocentrism Lawrence uses the definition of xenocentrism, conceived by Kent and Burnight, to describe propose a potential scale, CXENO, to predict how xenocentric views of non-domestic goods affects consumer behavior. The most recently proposed scale to quantity xenocentric consumer tendencies, XSCALE, includes both instances of social and consumer xenocentrism. Economists have begun to include consumer xenocentrism, along with other consumer centrisms such as consumer ethnocentrism and consumer cosmopolitanism, in their analysis of consumer behavior. Most recent research has looked at how these three centrisms impact one another. Further reading See also References Bias Prejudices Multiculturalism 1950s neologisms Anthropology Affirmative action Political terminology Linguistic controversies