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Worse but Ours or Better but Theirs? – The Role of Implicit Consumer Ethnocentrism (ICE) in Product Preference

机译：更糟糕但我们的或更出色但他们的？ –隐性消费者民族中心主义（ICE）在产品偏好中的作用

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The goal of this project was to investigate whether consumer ethnocentrism is purely conscious mechanism based on ideology, as suggested by , or rather is an automatic, unconscious process. The aim of the project was an introduction of the Implicit Consumer Ethnocentrism (ICE) concept, measured by the Implicit Association Test (IAT). The goal of the four studies conducted was to investigate the following issues: (a) whether ICE – an automatic mechanism underlying the preference for local products over foreign – this could be observed next to the more ideologically based classic consumer ethnocentrism; (b) what happens when the consumer’s automatic preference for local products (ICE) is confronted by objective evidence of the superiority of foreign products or by the inferiority of local products. It was assumed that ICE could be reduced when foreign products were associated with a higher level of competence than local products, and this could explain the preference for foreign products over local often observed in less developed countries. In study 1 the ICE for different product categories of existing brands was tested, and in study 2 the ICE was measured in the context of non-existent brands. Both studies showed a strong in-group brand preference and confirmed the existence of new phenomena – ICE. The results of studies 3 and 4 again indicated a strong, automatic in-group brand favoritism effect as measured by IAT – participants preferred local brands over foreign. However, the inclusion of well-known foreign brands associated with high competence reduced the IAT effect (in-group preference).
机译：该项目的目的是调查消费者的民族中心主义是否是纯粹基于意识形态的意识机制，如所建议的那样，还是一个自动的，无意识的过程。该项目的目的是介绍隐式消费者民族中心主义（ICE）的概念，该概念由隐式协会测试（IAT）进行衡量。进行的四项研究的目的是调查以下问题：（a）ICE是否是一种比本地产品更偏爱意识形态的传统消费者民族中心论，可以观察到ICE是一种优先于本地产品而不是外国产品的自动机制； （b）当消费者对本地产品的自动偏好（ICE）遇到外国产品的优越性或本地产品的劣质的客观证据时，会发生什么情况。人们认为，当外国产品比本地产品具有更高的竞争力时，可以减少ICE，这可以解释在较不发达国家中经常看到的外国产品优于本地产品的情况。在研究1中，对现有品牌的不同产品类别的ICE进行了测试，在研究2中，对不存在的品牌进行了ICE评估。两项研究均显示出强烈的集团内品牌偏好，并证实了新现象ICE的存在。研究3和4的结果再次表明，根据IAT的测量，集团内品牌具有强烈的自动偏爱效果，参与者偏爱本地品牌，而不是外国品牌。但是，加入与高能力相关的国外知名品牌会降低IAT的影响（集团内偏好）。

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