AbstractThe attitudes of consumers from a developing economy toward ethnocentrism were assessed in this exploratory study of 123 respondents from Nigeria. The results indicate that consumers hold varying views of ethnocentric behavior. While recognizing the possibility of negative economic consequences for the importing nation, consumers are reluctant to endorse strong measures against imports. This is especially true for products that may be difficult to produce locally or those that offer a distinctly higher level of quality. Contrastingly, consumers appear to support public activity that encourages a spirit of international business cooperation. An exporting nation's social, political, and religious philosophies appear to have minimal impact upon the demand for its products. © 1995 John Wiley&Sons, Inc