There is a prevalent notion regarding divergence in the extent of ethnocentrism and the intercultural willingness to communicate across cultures. Given this cultural divergence, research is replete with comparative studies of ethnocentrism and the intercultural willingness to communicate between individualistic and collectivistic cultures. However, to our knowledge, a comparison of these crucial cultural tendencies within and their consequences for collectivistic cultures has been overlooked. Thus, this study provides a cross-cultural comparison of ethnocentrism and the intercultural willingness to communicate among university students from two collectivist cultures, i.e., Pakistan and China. The researchers employed a cross-sectional design. A sample of 775 students was collected using a survey technique. The findings show that Pakistani students are more ethnocentric and have a lower intercultural willingness to communicate than Chinese students. Moreover, males were found to be more ethnocentric and less willing to communicate in intercultural settings than females in both countries. These findings validate the notion of ethnocentrism divergence across collectivistic countries and its influence on the intercultural willingness to communicate. Additionally, they demonstrate the role of demographic attributes in evolving ethnocentrism and the intercultural willingness to communicate. Accordingly, these findings also confirm the ecological assumption that contextual factors, such as demographic attributes (e.g., past interactions with foreigners), influence communication schemas. Therefore, concerning its management, these findings suggest that increased people-to-people interactions between the two focal countries can better foster their mutual understanding to reap an increased harvest of the fruits of the Belt and Road Initiative.
© 2022. The Author(s).