This study examines the psychological and cultural dimensions that influence consumer xenocentrism in Brazil and Iran, focusing on horizontal–vertical individualism–collectivism and the “Big Five” personality traits—extraversion, agreeableness, conscientiousness, neuroticism, and intellect/imagination. Findings from online surveys conducted with 327 Brazilians in March and April, 2024, and with 301 Iranians in May and June, 2024, revealed that vertical individualism exerts a stronger influence on xenocentric attitudes than other personality traits. Consumers with an individualistic orientation are more predisposed to xenocentric behavior, influenced by their acceptance of hierarchical structures, adherence to societal norms, and aspirations for status and autonomy. Moreover, extraversion in Brazil and agreeableness in Iran were found to moderate the relationship between these cultural orientations and xenocentrism. By integrating psychological traits with cultural frameworks, this research advances our understanding of consumer xenocentrism across diverse cultural contexts. The results highlight the interplay of cultural and psychological influences in shaping consumer attitudes and behaviors in a globalized marketplace, offering valuable insights for marketers and policymakers.
