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Globalization has brought numerous changes in products´ marketing and consumption. Nowadays consumers are able to select from a wider range of foreign and local products. For this reason, businessmen and governments need to know the impact of country-of-origin in consumer preferences and try to encourage the local consumption. This work addresses a variation of the country-of-origin topic that is known in Mexico as malinchismo (preference for foreign products over domestics). With the objective of determining the influence of malinchismo on Mexican consumers, this research explores Mexicans´ consumption preferences through a ranking test where Mexican consumers order, according to their preferences, local and foreign products of Latin American origin. In addition, the Consumer Ethnocentrism Tendencies Scale (CETSCALE) developed by Shimp and Sharma in 1987 was applied to the same people that participated in the ranking test with the intention of knowing the Mexicans´ malinchismo tendency and if it is related to Mexicans´ consumption preferences.

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Margarita Heredia Soto is Doctor in Social Sciences and Economics from Johannes Kepler University, Linz-Austria and has a Master degree in Marketing and International Business from Universidad de las Americas Puebla-México (UDLAP). Presently she is Chief of the Classroom Programs and Consulting Office of UDLAP Consultants.

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