Dataset Information

The Influence of the Consumer Ethnocentrism and Cultural Familiarity on Brand Preference: Evidence of Event-Related Potential (ERP).

ABSTRACT: The tendency of customers' preference to their local brands over the foreign ones is known as consumer ethnocentrism, and it is an important issue in international marketing. This study aims at identifying the behavioral and neural correlates of Consumer Ethnocentrism in the field of brand preference, using event-related potential (ERP). We sampled subjects from two ethnic groups, a Chinese ethnic group and a sub-Saharan Black African group from Zhejiang University. The subjects faced two sequential stimuli, S1 followed by S2. S1 consisted of 40 pictures of 20 Chinese and 20 Black Africans people wearing traditional clothes, and S2 consisted of 40 fake brand-logos which were divided randomly into two groups of 20 each. The subjects were informed that the people in S1 purchased and recommended the products with the brand-logos presented in S2, and the subjects were asked to rate their preference degree toward these logos. The brand-logos were called the "in-group recommended logos" if the recommenders in S1 were the same race as the subjects, otherwise, the "out-group recommended logos." The results revealed that the race of the brand-logo recommender highly impacted the Chinese subjects' preference for the brand-logos. The N200 component elicited by the in-group recommended logos were significantly lower than those elicited by the out-group recommended logos. Additionally, there was evidence that being familiar with foreign cultures reduced consumer ethnocentrism. The African subjects were familiar with Chinese people and adopted a Chinese culture, as a result, they did not differ in showing preferences between the in-group and out-group recommended logos.

SUBMITTER: Ma Q

PROVIDER: S-EPMC6620706 | biostudies-literature | 2019

REPOSITORIES: biostudies-literature

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Publications

The Influence of the Consumer Ethnocentrism and Cultural Familiarity on Brand Preference: Evidence of Event-Related Potential (ERP).

Ma Qingguo Q Abdeljelil H'meidatt Mohamed HM Hu Linfeng L

Frontiers in human neuroscience 20190704

The tendency of customers' preference to their local brands over the foreign ones is known as consumer ethnocentrism, and it is an important issue in international marketing. This study aims at identifying the behavioral and neural correlates of Consumer Ethnocentrism in the field of brand preference, using event-related potential (ERP). We sampled subjects from two ethnic groups, a Chinese ethnic group and a sub-Saharan Black African group from Zhejiang University. The subjects faced two sequen ...[more]

PMID: 31333433

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Project description:This study examines the event- related brain potential (ERP) of 25 Mexican monolingual Spanish-speakers when reading Spanish sentences with single entity anaphora or complex anaphora. Complex anaphora is an expression that refer to propositions, states, facts or events while, a single entity anaphora is an expression that refers back to a concrete object. Here we compare the cognitive cost in processing a single entity anaphora [ésta feminine; La renuncia (resignation)] from a complex anaphora [esto neuter; La renuncia fue aceptada (The resignation was accepted)]. Ésta elicited a larger positive peak at 200 ms, and esto elicited a larger frontal negativity around 400 ms. The positivity resembles the P200 component, and its amplitude is thought to represent an interaction between predictive qualities in sentence processing (i.e., graphical similarity and frequency of occurrence). Unlike parietal negativities (typical N400), frontal negativities are thought to represent the ease by which pronouns are linked with its antecedent, and how easy the information is recovered from short-term memory. Thus, the complex anaphora recruited more cognitive resources than the single entity anaphora. We also included an ungrammatical control sentence [éste masculine; La renuncia (resignation)] to better understand the unique processes behind complex anaphoric resolution, as opposed to just general difficulty in sentence processing. In this case, event-related potentials (ERPs) elicited by éste masculine and ésta feminine were compared. Again, ésta elicited a larger P200. However, different from the experimental condition, a left anterior negativity (LAN) effect was observed for éste; the ungrammatical condition. Altogether, the present research provides electrophysiological evidence indicating that demonstrative pronouns with different morphosyntactic features (i.e., gender) and discourse parameters (i.e., single entity or complex referent) interact during the first stage of anaphoric processing of anaphora. This stage initiated as early as 200 milliseconds after the pronoun onset and probably ends around 400 ms.

Project description:Memory judgments can be based on accurate memory information or on decision bias (the tendency to report that an event is part of episodic memory when one is in fact unsure). Event related potentials (ERP) correlates are important research tools for elucidating the dynamics underlying memory judgments but so far have been established only for investigations of accurate old/new discrimination. To identify the ERP correlates of bias, and observe how these interact with ERP correlates of memory, we conducted three experiments that manipulated decision bias within participants via instructions during recognition memory tests while their ERPs were recorded. In Experiment 1, the bias manipulation was performed between blocks of trials (automatized bias) and compared to trial-by-trial shifts of bias in accord with an external cue (flexibly controlled bias). In Experiment 2, the bias manipulation was performed at two different levels of accurate old/new discrimination as the memory strength of old (studied) items was varied. In Experiment 3, the bias manipulation was added to another, bottom-up driven manipulation of bias induced via familiarity. In the first two Experiments, and in the low familiarity condition of Experiment 3, we found evidence of an early frontocentral ERP component at 320 ms poststimulus (the FN320) that was sensitive to the manipulation of bias via instruction, with more negative amplitudes indexing more liberal bias. By contrast, later during the trial (500-700 ms poststimulus), bias effects interacted with old/new effects across all three experiments. Results suggest that the decision criterion is typically activated early during recognition memory trials, and is integrated with retrieved memory signals and task-specific processing demands later during the trial. More generally, the findings demonstrate how ERPs can help to specify the dynamics of recognition memory processes under top-down and bottom-up controlled retrieval conditions.

Dataset Information

The Influence of the Consumer Ethnocentrism and Cultural Familiarity on Brand Preference: Evidence of Event-Related Potential (ERP).

Publications

The Influence of the Consumer Ethnocentrism and Cultural Familiarity on Brand Preference: Evidence of Event-Related Potential (ERP).

Similar Datasets

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