Brand Foreignness and Anger Decrease Purchase Intentions of Ethnocentric Consumer for National Icon Products

Abstract

The marketing literature lacks a thorough understanding of how emotions change purchase intentions of ethnocentric consumers' when there are two different nationality signals about the product evaluated (i.e., product nationality signal vs brand nationality signal). To address this gap, we focus on how ethnocentric consumers' purchase intentions for national icon products (product nationality signal) change due to emotional states. Drawing on signaling theory, social identity theory, and the psychology literature on emotions, we carried out an empirical study (mixed-design ANOVA) with ethnocentric consumers to test whether anger and sadness change purchasing intentions for fictitious brands across two different product types (national icon product vs non-national icon product). The regression analysis indicates that when ethnocentric consumers are induced to feel anger, their purchase intentions for national icon products decrease significantly when the product has a foreign brand image. Because incidental anger triggers stereotypical reasoning, angry ethnocentric consumers seem to focus on brand image rather than the product class (i.e., national icon products) signaling a nation’s heritage. Our study displays the powerful impact of the incidental emotions on the ethnocentric consumer judgment and decision making regarding the brand quality and purchase intention for brands with foreign vs domestic images.

Keywords

• Emotions and Decision Making
• Ethnocentrism
• National Icon Products
• Purchase Intentions

References

1. Abdellah-Kilani, F., & Zorai, R. (2019). Brand Origin Recall Accuracy (BORECA): a new measure of brand origin salience. International Marketing Review, 36(3), 464–482. https://doi.org/10.1108/IMR-03-2018-0087
2. Agrawal, N., Han, D. H., & Duhachek, A. (2013). Emotional agency appraisals influence responses to preference inconsistent information. Organizational Behavior and Human Decision Processes, 120(1), 87–97. https://doi.org/10.1016/j.obhdp.2012.10.001
3. Alden, D. L., Steenkamp, J. B. E. M., & Batra, R. (1999). Brand positioning through advertising in Asia, North America, and Europe: The role of global consumer culture. Journal of Marketing, 63(1), 75–87. https://doi.org/10.2307/1252002
4. Askegaard, S., & Ger, G. (1998). Product-Country Images : T owards a Contextualized Approach. E - European Advances in Consumer Research, 3, 50–58.
5. Balabanis, G., & Diamantopoulos, A. (2004). Domestic Country Bias, Country-of-Origin Effects, and Consumer Ethnocentrism: A Multidimensional Unfolding Approach. Journal of the Academy of Marketing Science, 32(1), 80–95. https://doi.org/10.1177/0092070303257644
6. Balabanis, G., Stathopoulou, A., & Qiao, J. (2019). Favoritism Toward Foreign and Domestic Brands: A Comparison of Different Theoretical Explanations. Journal of International Marketing, 27(2), 38–55. https://doi.org/10.1177/1069031X19837945
7. Batra, R., Ramaswamy, V., Alden, D. L., Steenkamp, J. B. E. M., & Ramachander, S. (2000). Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries. Journal of Consumer Psychology, 9(2), 83–95. https://doi.org/10.1207/s15327663jcp0902_3
8. Bodenhausen, G. V., Gabriel, S., & Lineberger, M. (2000). Sadness and susceptibility to judgmental bias: The case of anchoring. Psychological Science, 11(4), 320–323. https://doi.org/10.1111/1467-9280.00263

9. Bodenhausen, G. V, Kramer, G. P., & Siisser, K. (1994). Attitudes and social cognition happiness and stereotypic thinking in social judgment. Journal of Personality and Social Psychology, 66(4), 621–632. https://doi.org/10.1037/0022-3514.66.4.621
10. Bogazzi, R. P., Belanche, D., Casalo, L. V., & Flavian, C. (2016). The Role of Anticipated Emotions in Purchase Intentions. Psychology & Marketing, 33(8), 629–645. https://doi.org/10.1002/mar
11. Bou-Llusar, J. C., Camisón-Zornoza, C., & Escrig-Tena, A. B. (2001). Measuring the relationship between firm perceived quality and customer satisfaction and its influence on purchase intentions. Total Quality Management, 12(6), 719–734. https://doi.org/10.1080/09544120120075334
12. Chen, T. T., Wang, S. J., & Huang, H. C. (2020). “Buy, buy most Americans buy”: country of reference (COR) effects and consumer purchasing decisions. International Marketing Review, 37(3), 533–558. https://doi.org/10.1108/IMR-04-2018-0130
13. Clore, G. L., Wyer, R. S., Dienes, B., Gasper, K., Gohm, C., & Isbell, L. (2001). Affective feelings as feedback: Some cognitive consequences. Theories of Mood and Cognition: A User’s Guidebook, (January), 27–62.
14. Davvetas, V., & Halkias, G. (2019). Global and local brand stereotypes: formation, content transfer, and impact. International Marketing Review, 36(5), 675–701. https://doi.org/10.1108/IMR-01-2018-0017
15. De Meulenaer, S., Dens, N., & De Pelsmacker, P. (2015). Which cues cause consumers to perceive brands as more global? A conjoint analysis. International Marketing Review, 32(6), 606–626. https://doi.org/10.1108/IMR-04-2014-0144
16. Desteno, D., Li, Y., Dickens, L., & Lerner, J. S. (2014). Gratitude: A tool for reducing Economic impatience. Psychological Science, 25(6), 1262–1267. https://doi.org/10.1177/0956797614529979
17. DeSteno, D., Petty, R. E., Wegener, D. T., & Rucker, D. D. (2000). Beyond valence in the perception of likelihood: The role of emotion specificity. Journal of Personality and Social Psychology, 78(3), 397–416. https://doi.org/10.1037/0022-3514.78.3.397
18. Dunning, D., Fetchenhauer, D., & Schlösser, T. (2017). The varying roles played by emotion in economic decision-making. Current Opinion in Behavioral Sciences, 15, 33–38. https://doi.org/10.1016/j.cobeha.2017.05.006
19. Ekman, P. (1992). Ekman 1992.pdf. Psychological Review, Vol. 99, pp. 550–553. https://doi.org/10.1037/0033-295X.99.3.550
20. Erdem and Swait. (1998). Brand Equity As a Signaling Phenomenon.Pdf.
21. Erdem, T., & Swait, J. (2004). Brand Credibility, Brand Consideration, and Choice. Journal of Consumer Research, 31(1), 191–198. https://doi.org/10.1086/383434
22. Escadas, M., Jalali, M. S., & Farhangmehr, M. (2020). What goes around comes around: The integrated role of emotions on consumer ethical decision-making. Journal of Consumer Behaviour, 19(5), 409–422. https://doi.org/10.1002/cb.1847
23. Feldman, J. M., & Lynch, J. G. (1988). Self-Generated Validity and Other Effects of Measurement on Belief, Attitude, Intention, and Behavior. Journal of Applied Psychology, 73(3), 421–435. https://doi.org/10.1037/0021-9010.73.3.421
24. Foo, M. Der. (2011). Emotions and Entrepreneurial Opportunity Evaluation. Entrepreneurship: Theory and Practice, 35(2), 375–393. https://doi.org/10.1111/j.1540-6520.2009.00357.x
25. George, J. M., & Dane, E. (2016). Affect, emotion, and decision-making. Organizational Behavior and Human Decision Processes, 136, 47–55. https://doi.org/10.1016/j.obhdp.2016.06.004
26. Ger, G., Belk, R., & Lascu, D. (1993). The Development of Consumer Desire in Marketizing and Developing Economies: The Cases of Romania and Turkey. Advances in Consumer Research, 20, 102–107.
27. Ger, Güliz. (1999). Localizing in the global village: Local firms competing in global markets. California Management Review, 41(4), 64–83. https://doi.org/10.2307/41166010
28. Ger, Güliz, Askegaard, S., & Christensen, A. (1999). Experiential Nature of Product-Place Images : Image As a Narrative. NA - Advances in Consumer Research, 26, 165–169.
29. Ger, Güliz, & Belk, R. W. (1996). Cross-cultural differences in materialism. Journal of Economic Psychology, 17(1), 55–77. https://doi.org/10.1016/0167-4870(95)00035-6
30. Han, C. M. (2020). Assessing the predictive validity of perceived globalness and country of origin of foreign brands in quality judgments among consumers in emerging markets. Journal of Consumer Behaviour, 19(5), 463–480. https://doi.org/10.1002/cb.1829
31. Han, S., Lerner, J. S., & Keltner, D. (2007). Feelings and consumer decision making: The appraisal-tendency framework. Journal of Consumer Psychology, 17(3), 158–168. https://doi.org/10.1016/S1057-7408(07)70023-2
32. Heinberg, M., Ozkaya, H. E., & Taube, M. (2016). A brand built on sand: Is acquiring a local brand in an emerging market an ill-advised strategy for foreign companies? Journal of the Academy of Marketing Science, 44(5), 586–607. https://doi.org/10.1007/s11747-015-0452-7
33. Herz, M., & Diamantopoulos, A. (2017). I use it but will tell you that i don’t: Consumers’ Countiy-of-origin cue usage Denial. Journal of International Marketing, 25(2), 52–71. https://doi.org/10.1509/jim.16.0051
34. Holt, D. B. (2003). What Becomes an Icon Most? Harvard Business Review, 81(3), 1–16.
35. Hustvedt, G., Carroll, K. A., & Bernard, J. C. (2013). Consumer ethnocentricity and preferences for wool products by country of origin and manufacture. International Journal of Consumer Studies, 37(5), 498–506. https://doi.org/10.1111/ijcs.12015
36. Janda, S., & Rao, C. P. (1997). The Effect of Country-of- Origin Related Stereotypes and Personal Beliefs. Psychology & Marketing, 14(7), 689–702.
37. Kemper, T. D., & Lazarus, R. S. (1992). Emotion and Adaptation. Contemporary Sociology, 21(4), 522. https://doi.org/10.2307/2075902
38. Khatoon, S., & Rehman, V. (2021). Negative emotions in consumer-brand relationship: A review and future research agenda. International Journal of Consumer Studies, (August 2020), 1–31. https://doi.org/10.1111/ijcs.12665
39. Kravets, O. (2012). Russia’s “Pure Spirit”: Vodka Branding and Its Politics. Journal of Macromarketing, 32(4), 361–376. https://doi.org/10.1177/0276146712449627
40. Laufer, D., & Wang, Y. (2018). Guilty by association: The risk of crisis contagion. Business Horizons, 61(2), 173–179. https://doi.org/10.1016/j.bushor.2017.09.005
41. Lerner, J. S., & Keltner, D. (2000). Beyond valence: Toward a model of emotion-specific influences on judgment and choice. Cognition and Emotion, 14(4), 473–493. https://doi.org/10.1080/026999300402763
42. Lerner, J. S., Li, Y., Valdesolo, P., & Kassam, K. S. (2015). Emotion and Decision Making. Annual Review of Psychology, 66(1), 799–823. https://doi.org/10.1146/annurev-psych-010213-115043
43. Mandler, T. (2019). Beyond reach: an extended model of global brand effects. International Marketing Review, 36(5), 647–674. https://doi.org/10.1108/IMR-01-2018-0032
44. Mohan, M., Brown, B. P., Sichtmann, C., & Schoefer, K. (2018). Perceived globalness and localness in B2B brands: A co-branding perspective. Industrial Marketing Management, 72(August 2017), 59–70. https://doi.org/10.1016/j.indmarman.2018.03.014
45. Mukhopadhyay, A., Raghubir, P., & Wheeler, S. C. (2018). Judgments of taste and judgments of quality. Journal of Consumer Psychology, 28(1), 1–4. https://doi.org/10.1002/jcpy.1001
46. Nguyen, T. D., Nguyen, T. T. M., & Barrett, N. J. (2008). Consumer ethnocentrism, cultural sensitivity, and intention to purchase local products—evidence from Vietnam. Journal of Consumer Behaviour, 7(January), 88–100. https://doi.org/10.1002/cb
47. Özsomer, A. (2012). The interplay between global and local brands: A closer look at perceived brand globalness and local iconness. Journal of International Marketing, 20(2), 72–95. https://doi.org/10.1509/jim.11.0105
48. Pocheptsova, A., Petersen, F. E., & Etkin, J. (2015). Two birds, one stone? Positive mood makes products seem less useful for multiple-goal pursuit. Journal of Consumer Psychology, 25(2), 296–303. https://doi.org/10.1016/j.jcps.2014.11.001
49. Saleem, B. A., Ghafar, A., Ibrahim, M., Yousuf, M., & Ahmed, N. (2015). Product Perceived Quality and Purchase Intention withConsumer Satisfaction. Global Journal of Management and Business Research: E Marketing, 15(1), p21-28. Retrieved from https://globaljournals.org/GJMBR_Volume15/3-Product-Perceived-Quality.pdf
50. Samiee, S., Shimp, T. A., & Sharma, S. (2005). Brand origin recognition accuracy: Its antecedents and consumers’ cognitive limitations. Journal of International Business Studies, 36(4), 379–397. https://doi.org/10.1057/palgrave.jibs.8400145
51. Schlosser, A. E. (2015). The sweet taste of gratitude: Feeling grateful increases choice and consumption of sweets. Journal of Consumer Psychology, 25(4), 561–576. https://doi.org/10.1016/j.jcps.2015.02.006
52. Shimp, T. A., Samiee, S., & Sharma, S. (2001). The Country-Of-Origin E ect and Brand Know and How Important Knowledge Is Terence A . Shimp , Saeed Samiee , and Subhash Sharma ( 2001 ) ," The Country-Of-Origin E ect and Brand Origin Knowledge : How Little Consumers Know and How Important Knowledge Is ". E - European Advances in Consumer Research, 5, 325–326.
53. Shimp, T. A., & Sharma, S. (1987). Consumer Ethnocentrism: Construction and Validation of the CETSCALE. Journal of Marketing Research, 24(3), 280. https://doi.org/10.2307/3151638
54. Siamagka, N. T., & Balabanis, G. (2015). Revisiting consumer ethnocentrism: review, reconceptualization, and empirical testing. Journal of International Marketing, 23(3), 66–86. https://doi.org/10.1509/jim.14.0085
55. Small, D. A., & Lerner, J. S. (2008). Emotional policy: Personal sadness and anger shape judgments about a welfare case. Political Psychology, 29(2), 149–168. https://doi.org/10.1111/j.1467-9221.2008.00621.x
56. So, J., Achar, C., Han, D. H., Agrawal, N., Duhachek, A., & Maheswaran, D. (2015). The psychology of appraisal: Specific emotions and decision-making. Journal of Consumer Psychology, 25(3), 359–371. https://doi.org/10.1016/j.jcps.2015.04.003
57. Spielmann, N., Maguire, J. S., & Charters, S. (2020). Product patriotism: How consumption practices make and maintain national identity. Journal of Business Research, 121(January 2018), 389–399. https://doi.org/10.1016/j.jbusres.2018.05.024
58. Steenkamp, J. B. E. M., Batra, R., & Alden, D. L. (2003). How perceived brand globalness creates brand value. Journal of International Business Studies, 34(1), 53–65. https://doi.org/10.1057/palgrave.jibs.8400002
59. Strizhakova, Y., & Coulter, R. A. (2015). Drivers of local relative to global brand purchases: A contingency approach. Journal of International Marketing, 23(1), 1–22. https://doi.org/10.1509/jim.14.0037
60. Su, L., Wan, L. C., Wyer, R. S., & Wyer, R. S. (2018). The contrasting influences of incidental anger and fear on responses to a service failure. Psychology & Marketing, 35(9), 666–675. https://doi.org/10.1002/mar.21114
61. Suh, Y. G., Hur, J. Y., & Davies, G. (2016). Cultural appropriation and the country of origin effect. Journal of Business Research, 69(8), 2721–2730. https://doi.org/10.1016/j.jbusres.2015.11.007
62. Sun, L., Zheng, X., Su, M., & Keller, L. R. (2017). Intention-behavior discrepancy of foreign versus domestic brands in emerging markets: The relevance of consumer prior knowledge. Journal of International Marketing, 25(1), 91–109. https://doi.org/10.1509ljim/15/0123
63. Sweeney, J. C., Soutar, G. N., & Johnson, L. W. (1999). The role of perceived risk in the quality-value relationship: A study in a retail environment. Journal of Retailing, 75(1), 77–105. https://doi.org/10.1016/S0022-4359(99)80005-0
64. Swoboda, B., & Hirschmann, J. (2016). Does Being Perceived as Global Pay Off? An Analysis of Leading Foreign and Domestic Multinational Corporations in India, Japan, and the United States. Journal of International Marketing, 24(3), 1–30. https://doi.org/10.1509/jim.15.0088
65. Swoboda, B., Pennemann, K., & Taube, M. (2012). The effects of perceived brand globalness and perceived brand localness in China: Empirical evidence on western, Asian, and domestic retailers. Journal of International Marketing, 20(4), 72–95. https://doi.org/10.1509/jim.12.0105
66. Szymkowiak, A., Gaczek, P., Jeganathan, K., & Kulawik, P. (2021). The impact of emotions on shopping behavior during epidemic. What a business can do to protect customers. Journal of Consumer Behaviour, 20(1), 48–60. https://doi.org/10.1002/cb.1853
67. Tiedens, L. Z., & Linton, S. (2001). Judgment under emotional certainty and uncertainty: The effects of specific emotions on information processing. Journal of Personality and Social Psychology, 81(6), 973–988. https://doi.org/10.1037/0022-3514.81.6.973
68. Troilo, G., Cito, M. C., & Soscia, I. (2014). Repurchase Behavior in the Performing Arts: Do Emotions Matter without Involvement? Psychology & Marketing, 31(8), 635–646. https://doi.org/10.1002/mar
69. Wang, C. K., & Lamb, C. W. (1983). The impact of selected environmental forces upon consumers’ willingness to buy foreign products. Journal of the Academy of Marketing Science, 11(1–2), 71–84. https://doi.org/10.1007/BF02721862
70. Wang, Y., & Heitmeyer, J. (2006). Consumer attitude toward US versus domestic apparel in Taiwan. International Journal of Consumer Studies, 30(1), 64–74. https://doi.org/10.1111/j.1470-6431.2005.00450.x
71. Watchravesringkan, K. T. (2011). Exploring antecedents and consequences of consumer ethnocentrism: Evidence from Asian immigrants in the US. International Journal of Consumer Studies, 35(4), 383–390. https://doi.org/10.1111/j.1470-6431.2010.00951.x
72. Zhou, L., Yang, Z., & Hui, M. K. (2010). Non-local or local brands? A multi-level investigation into confidence in brand origin identification and its strategic implications. Journal of the Academy of Marketing Science, 38(2), 202–218. https://doi.org/10.1007/s11747-009-0153-1