The Influence of the Consumer Ethnocentrism and Cultural Familiarity on Brand Preference: Evidence of Event-Related Potential (ERP)
时 间：2019年11月21日（周四）上午 10:00-11:00
地 点：浙江大学紫金港校区行政楼1004会议室
报告人：H’meidatt Abdeljelil（毛里塔尼亚）博士生, Zhejiang University
摘 要:
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 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 Chinese culture, as a result, they did not differ in showing preferences between the in-group and out-group recommended logos.
This paper is published in the Journal of Frontiers in human neuroscience, July 2019, volume 13, page 220.
报告人简介：
H’meidatt Abdeljelil是yl23411永利，数据科学与管理工程学系在读博士研究生，享受留学生奖学金，主要从事神经营销学的研究。曾就读于北京科技大学yl23411永利，管理科学与工程系研究生并享受留学生奖学金。毛里坦尼亚-努瓦克肖特大学-商务管理系，本科期间获得系第一名的好成绩。
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