Pride and Prejudice : Explaining Home Country Biases When Foreign Products Are More Typical
ISBN
978-989-732-004-0
Type
conference paper
Date Issued
2012-05-22
Author(s)
Editor(s)
Paulo, Rita
Abstract
Consumers often are positively biased in their preferences for domestic products over foreign alternatives. Previous research has established consumer ethnocentrism and national identity as possible sources for this home country bias, yet the impact of both constructs on product preferences varied considerably depending on the country and the product category employed. This research proposes a category-based concept, product-country typicality, as a potential factor explaining variations in home country bias across countries and product categories. Furthermore, we provide more insights with respect to the moderating role of product-country typicality. Whereas consumer ethnocentrism biases consumers' preferences in favor of domestic alternatives independent of the typicality of the foreign product, national identity only impacts domestic product preferences when foreign products have a higher typicality.
Language
English
Keywords
Consumer Ethnocentrism
National Identity
Product Preferences
Product-Country Typicality
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Marketing to Citizens : Going beyond Customers and Consumers
Publisher
ISCTE Business School
Publisher place
Lisbon
Start page
7
Event Title
41st Annual Conference European Marketing Academy (EMAC)
Event Location
Lisbon, Portugal
Event Date
22.-25.05.2012
Subject(s)
Division(s)
Eprints ID
210520