The inconsistency of explicit and implicit manifestations of ethnocentric bias

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	The inconsistency of explicit and implicit manifestations of ethnocentric bias
	Tseng, T.; Balabanis, G.; Liu, T. C.
	2014-06-01
Source Publication	Proceedings of Academy of International Business 2014 Annual Meeting
Publication Place	Michigan, USA
Publisher	Academy of International Business
Abstract	This article examines the inconsistency of explicit and implicit manifestations of ethnocentric bias across different types of products. The research conducts two studies in two countries respectively to examine the issue stated above. The first study collected data through mall intercept survey method in Taiwan and identified 189 valid respondents. The second study applied a 2 (ethnically typical products vs. ethnically atypical products) × 2 (ethnocentrism pitch vs. no pitch advertisement) × 2 (domestic vs. foreign) between-subjects factorial experiment in China and 200 college students participated in this study. Results show that ethnic product typicality can explain such inconsistencies. For ethnically typical products, ethnocentric bias is more pronounced in consumers’ explicit attitudes but remains insignificant in consumers’ implicit attitudes. On the contrary, for ethnically atypical goods, ethnocentric bias makes itself present in both explicit and implicit attitudes. The results shed new light on ethnocentric bias and confirm that the bias could divaricate between explicit and implicit attitudes in the case of ethnically typical products.
Keyword	ethnocentric bias product type attitude
URL	View the original
Language	英語English
The Source to Article	PB_Publication
PUB ID	12303
Document Type	Conference paper
Collection	CENTRE FOR CONTINUING EDUCATION
Corresponding Author	Tseng, T.
Recommended Citation GB/T 7714	Tseng, T.,Balabanis, G.,Liu, T. C.. The inconsistency of explicit and implicit manifestations of ethnocentric bias[C], Michigan, USA:Academy of International Business, 2014.
APA	Tseng, T.., Balabanis, G.., & Liu, T. C. (2014). The inconsistency of explicit and implicit manifestations of ethnocentric bias. Proceedings of Academy of International Business 2014 Annual Meeting.

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