消费者民族中心主义反映了消费者的国货中心意识。通过测量京、穗、渝三地的消费者民族中心主义倾向,调查三地消费者对三个产品类别中外品牌的态度,运用因子分析和多变量方差分析(MANOVA)研究发现,中国消费者同时存在民族中心和民族淡漠两种复杂或矛盾的心理倾向。文章分析讨论了中国消费者行为中这种矛盾心理的社会经济原因。 Consumer ethnocentrism reflects the consumer’s awareness of home-product center. By measuring consumers ’ethnocentrism in Beijing, Guangzhou and Chongqing, we investigated consumers’ attitudes toward Chinese and foreign brands in three product categories. Using factor analysis and multivariate analysis of variance (MANOVA), we found that Chinese consumers There are two complex or contradictory psychological tendencies of ethnocentrism and national indifference. The paper analyzes and discusses the socioeconomic reasons for such ambivalence in Chinese consumer behavior.