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How consumer ethnocentrism modulates neural processing of domestic and foreign products: A neuroimaging study

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  • Casado-Aranda, Luis-Alberto
  • Sánchez-Fernández, Juan
  • Ibáñez-Zapata, José-à ngel
  • Liébana-Cabanillas, F.J.

Abstract

Consumer services literature offers substantial evidence that ethnocentric consumers tend to prefer domestic over foreign products. Yet no research to date has delved into the question how consumer ethnocentrism (CE) modulates the neural processing of products. This is the first study resorting to neuroimaging to explore to what extent CE levels affect the processing of domestic (Spain) and foreign (USA and China) products. The brain data yielded by neuroimaging reveal that highly ethnocentric consumers experience a greater degree of activation in brain regions linked to self-reference and reward when considering to purchase domestic products and a greater activation in brain regions related to risk in the case of foreign products.

Suggested Citation

  • Casado-Aranda, Luis-Alberto & Sánchez-Fernández, Juan & Ibáñez-Zapata, José-à ngel & Liébana-Cabanillas, F.J., 2020. "How consumer ethnocentrism modulates neural processing of domestic and foreign products: A neuroimaging study," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    • Handle: RePEc:eee:joreco:v:53:y:2020:i:c:s0969698919305946
    DOI: 10.1016/j.jretconser.2019.101961
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    References listed on IDEAS

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    4. Herrando, Carolina & Jiménez-Martínez, Julio & Martín-De Hoyos, María José & Constantinides, Efthymios, 2022. "Emotional contagion triggered by online consumer reviews: Evidence from a neuroscience study," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).

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