“…It can be argued that due to a more extensive media exposure and access to the Internet and other information platforms, younger people tend to exhibit a more positive attitude toward new products (Smith, 2007). Empirical studies show that Internet exposure is an important aspect of younger peoples' social identity and-due to the global reach of the World Wide Web-leads to a lower degree of ethnocentrism (Gross, 2004;Iske, Klein, Kutscher, & Otto, 2008;Jeffres, Atkin, Bracken, & Neuendorf, 2004;Lee, 2008). Furthermore, younger consumers, especially in developed countries, experience a liberal and open economy with plenteous product imports from abroad.…”