Pride and Prejudice - Promotion Or Prevention? Investigating the Role of Domestic Country Biases in Consumers' Product Choices

Peter Mathias Fischer, University of St. Gallen, Switzerland
Katharina Zeugner-Roth, IESEG School of Management, Lille, France
Previous research has identified consumer ethnocentrism and national identification as sources of domestic country bias, yet the process leading to this bias remains unclear. Addressing this research gap, one correlational study and two experiments reveal opposing interactions between these constructs and regulatory focus, thereby shedding light into their psychological nature.
[ to cite ]:
Peter Mathias Fischer and Katharina Zeugner-Roth (2014) ,"Pride and Prejudice - Promotion Or Prevention? Investigating the Role of Domestic Country Biases in Consumers' Product Choices", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 476-477.