Choosing Between American and Chinese Brands

Jingjing Ma, University of California, Los Angeles, USA
Shi (shir) Zhang, University of California, Los Angeles, USA
In this article, the authors examine how Chinese consumers’ choice between American and Chinese brands is influenced by product categories (utilitarian and hedonic) and levels of justification. Specifically, the authors find that in without-justification condition, Chinese consumers generally prefer American brands regardless of product categories; but in with-justification condition, their preference varies across categories: they prefer American brands in hedonic category but prefer Chinese brands in utilitarian category.
[ to cite ]:
Jingjing Ma and Shi (shir) Zhang (2009) ,"Choosing Between American and Chinese Brands", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 896-897.