Pride and Prejudice - Promotion or Prevention? Unraveling Domestic Country Biases
ISBN
978-84-370-9453-3
Type
conference paper
Date Issued
2014-06-03
Author(s)
Abstract
Consumers often are positively biased in their preferences for domestic products to foreign alternatives. Previous research has established consumer ethnocentrism and national identification as possible sources for this bias, yet the process behind those constructs is still not well understood. This investigation shows that domestic country bias cannot be overcome by objectively better products, as tested based on the concept of product-country typicality. Second, two further controlled experiments reveal opposing interactions between consumer ethnocentrism/national identity and consumers' regulatory focus. The findings suggest important and previously unexplored processes through which domestic country biases can be mitigated
Language
English
Keywords
Domestic Country Bias
Regulatory Focus
Opposing Interactions
HSG Classification
contribution to scientific community
Refereed
No
Book title
Paradigm Shifts & Interactions
Publisher
European Marketing Academy
Publisher place
Valencia
Start page
197
Event Title
43rd European Marketing Academy (EMAC) Annual Conference
Event Location
Valencia, Spain
Event Date
03.-06.06.2014
Subject(s)
Division(s)
Eprints ID
231598