A fogyasztói etnocentrizmus idegi korrelációi

Neuromarketing-kutatás az ismertség által okozott implicit agykérgi aktivitásmoduláció vizsgálatára

Authors

DOI:

https://doi.org/10.14267/VEZTUD.2020.03.05

Keywords:

consumer behavior, consumer neuroscience, neuromarketing, consumer ethnocentrism

Abstract

The neural correlates of consumer ethnocentrism were investigated in 16 volunteers using a block-design fMRI paradigm. Stimulus presentation (i.e. the main effect of stimulation blocks), showed the expected strong bilateral occipital, occipito-temporal and lower-temporal lobe activations consistent with the ventral stream of visual processing. Moreover, the authors observed positive modulation effect related to stimulus familiarity in the anterior cingular cortex (ACC), and negative modulation effects in the lower aspect of the left temporal lobe and bilaterally in the postcentral gyri. Their findings shed light on the neurological background of familiarity, which allows them to better understand the underlying neurological processes behind consumer decisions.

Downloads

Download data is not yet available.

Author Biographies

Ákos Varga, Corvinus University of Budapest

Senior Lecturer

Judit Simon, Corvinus University of Budapest

Full Professor

Attila Pintér, University of Kaposvár

Assistant Professor

Lilla Tóth, University of Kaposvár

Biologist

Lajos Rudolf Kozák, Semmelweis University

Senior Lecturer

References

Akdogan, S., Ozgener, S., Kaplan, M., & Coskun, A. (2012). The Effects of Consumer Ethnocentrism and Consumer Animosity on the Re-Purchase Intent: The Moderating Role of Consumer Loyalty. EMAJ: Emerging Markets Journal, 2(1), 1–12. https://doi.org/10.5195/emaj.2012.15

Babbie, E. (2016). The practice of social research. Boston: Cengage Learning.

Balabanis, G., Diamantopoulos, A., Mueller, R.D., & Melewar, T.C. (2001). The impact of nationalism, patriotism and internationalism on consumer ethnocentric tendencies. Journal of International Business Studies, 32(1) 157-175. https://doi.org/10.1057/palgrave.jibs.8490943

Baruk, A. I. (2019). The effect of consumers’ ethnocentric attitudes on their willingness for prosumption. Heliyon,5(7), e02015. https://doi.org/10.1016/j.heliyon.2019.e02015

Baumeister, R. F., Vohs, D. K., & Tice, D. M. (2007). The Strength Model of Self-Control. Current Directions in Psychological Science, 16(6), 351-55. https://doi.org/10.1111/j.1467-8721.2007.00534.x

Bawa, A. (2004). Consumer Ethnocentrism: CETSCALE Validation and Measurement of Extent. Vikalpa, 29(3), 43–58. https://doi.org/10.1177/0256090920040304

Berács, J., & Malota, E. (2000). Fogyasztói etnocentrizmus: az etnocentrizmus és az országeredet imázs kapcsolata a termékválasztásban. Vezetéstudomány, 31(4), 25–38.

Berns, G. S., & Moore, S. E. (2012). A Neural Predictor of Cultural Popularity. Journal of Consumer Psychology, 22(1), 154-60. https://doi.org/10.1016/j.jcps.2011.05.001

Bilalić, M. (2016). Revisiting the Role of the Fusiform Face Area in Expertise. Journal of Cognitive Neuroscience, 28(9), 1345–1357. https://doi.org/10.1162/jocn_a_00974

Binder, J. R., Desai, R. H., Graves, W. W., & Conant, L. L. (2009). Where is the semantic system? A critical review and meta-analysis of 120 functional neuroimaging studies. Cerebral Cortex, 19(12), 2767–2796. https://doi.org/10.1093/cercor/bhp055

Bruce, A. S., Lepping, R. J., Bruce, J. M., Bradley, J., Cherry, C., Martin, L. E., & Davis, A. M. (2013). Brain Responses to Food Logos in Obese and Healthy Weight Children. Journal of Pediatrics, 162(4), 759-764. https://doi.org/10.1016/j.jpeds.2012.10.003

Chao, L. L., & Martin, A. (2000). Representation of Manipulable Man-Made Objects in the Dorsal Stream. NeuroImage, 12(4), 478–484. https://doi.org/10.1006/nimg.2000.0635

Chen, Y.-P., Nelson, L. D., & Hsu, M. (2015). From “Where” to “What”: Distributed Representations of Brand Associations in the Human Brain. Journal of Marketing Research, 52(4), 453-466. https://doi.org/10.1509/jmr.14.0606

De Chastelaine, M., Mattson, J. T., Wang, T. H., Donley, B. E., & Rugg, M. D. (2017). Independent contributions of fMRI familiarity and novelty effects to recognition memory and their stability across the adult lifespan. NeuroImage, 156, 340–351. https://doi.org/10.1016/j.neuroimage.2017.05.039

De Jong, M. G., Pieters, R., & Fox, J.-P. (2010). Reducing Social Desirability Bias Through Item Randomized Response: An Application to Measure Underreported Desires. Journal of Marketing Research, 47, 14-27. https://doi.org/10.1509/jmkr.47.1.14

Deppe, M., Schwindt, W., Kugel, H., Plassmann, H., & Kenning, P. (2005). Nonlinear Responses Within the Medial Prefrontal Cortex Reveal When Specific Implicit Information Influences Economic Decision Making. Journal of Neuroimaging, 15(2), 171-82. https://doi.org/10.1111/j.1552-6569.2005.tb00303.x

Dietvorst, R. C., Verbeke, W. J.M.I., Bagozzi, R.P., Yoon, C., Smits, M., & van der Lugt, A. (2009). A Salesforce-Specific Theory of Mind Scale: Tests of Its Validity by Multitrait-Multimethod Matrix, Confirmatory Factor Analysis, Structural Equation Models, and Functional Magnetic Resonance Imaging. Journal of Marketing Research, 46(October), 653-68. https://doi.org/10.1509/jmkr.46.5.653

Esch, F.-R., Moll, T., Schmitt, B., Eiger, C. E., Neuhaus, C., & Weber, B. (2012). Brands on the Brain: Do Consumers Use Declarative Information or Experienced Emotions to Evaluate Brands? Journal of Consumer Psychology, 22(1), 75-85. https://doi.org/10.1016/j.jcps.2010.08.004

Falk, E. B., Berkman, E. T., & Lieberman, M. D. (2012). From Neural Responses to Population Behavior: Neural Focus Group Predicts Population-Level Media Effects. Psychological Science, 23(5), 439-45. https://doi.org/10.1177/0956797611434964

Földi, K. (2014). Kereskedelmi márkás élelmiszerek vizsgálata Kelet-Magyarországon. In Lukovics, M.–Zuti, B. (eds.), A területi fejlődés dilemmái ( pp. 289-305). Szeged: SZTE Gazdaságtudományi Kar.

Goodman, A. M., Wang, Y., Kwon, W.-S., Byun, S.-E., Katz, J. S., & Deshpande, G. (2017). Neural Correlates of Consumer Buying Motivations: A 7T functional Magnetic Resonance Imaging (fMRI) Study. Frontiers in Neuroscience, 11. https://doi.org/10.3389/fnins.2017.00512

Harel, A., Kravitz, D., & Baker, C. I. (2013). Beyond perceptual expertise: revisiting the neural substrates of expert object recognition. Frontiers in Human Neuroscience, 7. https://doi.org/10.3389/fnhum.2013.00885

Haynes, J. D., & Rees, G. (2006). Decoding Mental States from Brain Activity In Humans. Nature Reviews Neuroscience, 7(7), 523-34. https://doi.org/10.1038/nrn1931

Hámori, J., & Horváth, Á. (2009). A származási hely szerepe az élelmiszervásárlási döntések esetén. In Magyar Marketing Szövetség Marketing Oktatók Klubja 15. Jubileumi Országos Konferencia – „Új marketingkihívások a XXI. században – Fenntartható fogyasztás” Konferenciakötet (pp. 411-419). Kaposvár: Kaposvári Egyetem.

Henson, R. N. A., Hornberger, M., & Rugg, M. D. (2005). Further Dissociating the Processes Involved in Recognition Memory: An fMRI Study. Journal of Cognitive Neuroscience, 17(7), 1058-1073. doi:10.1162/0898929054475208

Horn, M., Jardri, R., D’Hondt, F., Vaiva, G., Thomas, P., & Pins, D. (2016). The multiple neural networks of familiarity: A meta-analysis of functional imaging studies. Cognitive, Affective, & Behavioral Neuroscience, 16(1), 176–190. https://doi.org/10.3758/s13415-015-0392-1

Horoufchin, H., Bzdok, D., Buccino, G., Borghi, A. M., & Binkofski, F. (2018). Action and object words are differentially anchored in the sensory motor system – A perspective on cognitive embodiment. Scientific Reports, 8(1). https://doi.org/10.1038/s41598-018-24475-z

Huettel, S. A., Song, A. W., & McCarthy, G. (2008). Functional magnetic resonance imaging (2nd ed). Sunderland, Mass: Sinauer Associates. https://doi.org/10.1007/springerreference_121598

Kang, M. J., Rangel, A., Camus, M., & Camerer, C. F. (2011). Hypothetical and Real Choice Differentially Activate Common Valuation Areas. Journal of Neuroscience, 31(2), 461-468. https://doi.org/10.1523/JNEUROSCI.1583-10.2011

Kay, K. N., Naselaris, T., Prenger, R. J., & Gallant, J. L. (2008). Identifying Natural Images from Human Brain Activity. Nature, 452(7185), 352-355. https://doi.org/10.1038/nature06713

Klein, J. G., Ettenson, R., & Morris, M. D. (1998). The Animosity Model of Foreign Product Purchase: An Empirical Test in the People’s Republic of China. Journal of Marketing, 62(1), 89–100. https://doi.org/10.1177/002224299806200108

Klucharev, V., Smidts, A., & Fernández, G. (2008). Brain mechanisms of persuasion: how “expert power” modulates memory and attitudes. Social Cognitive and Affective Neuroscience, 3(4), 353–366. https://doi.org/10.1093/scan/nsn022

Knutson, B., Rick, S., Wimmer, G. E., Prelec, D., & Loewenstein, G. (2007). Neural Predictors of Purchases. Neuron, 53(1), 147-56. https://doi.org/10.1016/j.neuron.2006.11.010

Krampe, C., Gier, N.R., & Kenning, P. (2018). The Application of Mobile fNIRS in Marketing Research – Detecting the “First-Choice-Brand” Effect. Frontiers in Human Neuroscience, 12, 433. https://doi.org/10.3389/fnhum.2018.00433

Kriegeskorte, N., Goebel, R., & Bandettini, P. (2006). Information-Based Functional Brain Mapping. Proceedings of the National Academy of Sciences of the United States of America, 103(10), 3863-3868. https://doi.org/10.1073/pnas.0600244103

Lee, N., Broderick, A. J., & Chamberlain, L. (2007). What is “neuromarketing”? A discussion and agenda for future research. International Journal of Psychophysiology, 63(2), 199–204. https://doi.org/10.1016/j.ijpsycho.2006.03.007

Lee, S.-H., Kravitz, D. J., & Baker, C. I. (2013). Goal- Dependent Dissociation of Visual and Prefrontal Cortices During Working Memory. Nature Neuroscience, 16(8), 997-999. https://doi.org/10.1038/nn.3452

Lee, R., Lee, K. T., & Li, J. (2017). A memory theory perspective of consumer ethnocentrism and animosity. European Journal of Marketing, 51(7/8), 1266–1285. https://doi.org/10.1108/EJM-03-2014-0188

Ma, H., Mo, Z., Zhang, H., Wang, C., & Fu, H. (2018). The Temptation of Zero Price: Event-Related Potentials Evidence of How Price Framing Influences the Purchase of Bundles. Frontiers in Neuroscience, 12, 251. https://doi.org/10.3389/fnins.2018.00251

Ma, Q., Abdeljelil, H. M., & Hu, L. (2019). The Influence of the Consumer Ethnocentrism and Cultural Familiarity on Brand Preference: Evidence of Event-Related Potential (ERP). Frontiers in Human Neuroscience, 13, 220. https://doi.org/10.3389/fnhum.2019.00220

Maison, D., & Maliszewski, N. (2016). “Worse but Ours,” or “Better but Theirs?” – The Role of Implicit Consumer Ethnocentrism (ICE) in Product Preference. Frontiers in Psychology, 7. https://doi.org/10.3389/fpsyg.2016.01830

Malhotra, N. K., & Simon, J. (2008). Marketingkutatás. Budapest: Akadémiai Kiadó. https://doi.org/10.1556/9789630598675

Malota, E., & Berács, J. (2007). A fogyasztói etnocentrizmus új koncepcionális modelljének kialakítása és verifikálása. Vezetéstudomány, 38(3), 28–39.

Martens, F., Bulthé, J., van Vliet, C., & Op de Beeck, H. (2018). Domain-general and domain-specific neural changes underlying visual expertise. NeuroImage, 169, 80–93. https://doi.org/10.1016/j.neuroimage.2017.12.013

McClure, S. M., Li, J., Tomlin, D., Cypert, K. S., Montague, L. M., & Montague, P. R. (2004). Neural Correlates of Behavioral Preference for Culturally Familiar Drinks. Neuron, 44(2), 379-387. https://doi.org/10.1016/j.neuron.2004.09.019

Mitchell, T. M., Shinkareva, S. V., Carlson, A., Chang, K.-M., Malave, V. L., & Mason, R. A. (2008). Predicting Human Brain Activity Associated with the Meanings of Nouns. Science, 320(5880), 1191-1195. https://doi.org/10.1126/science.1152876

Murawski, C., Harris, P. G., Bode, S., Dominguez, J. F., & Egan, G. F. (2012). Led into Temptation? Rewarding Brand Logos Bias the Neural Encoding of Incidental Economic Decisions. PLOS One, 7(3), e34155. https://doi.org/10.1371/journal.pone.0034155

Naselaris, T., Kay, K. N., Nishimoto, S., & Gallant, J. L. (2011). Encoding and Decoding in fMRI. Neurolmage, 56(2), 400-410. https://doi.org/10.1016/j.neuroimage.2010.07.073

Nguyen, T. D., Nguyen, T. T. M., & Barret, N. J. (2008). Consumer Ethnocentrism, Cultural Sensitivity and Intention to Purchase Local Products – Evidence from Vietnam. Journal of Consumer Behavior, 7(1), 88–100. https://doi.org/10.1002/cb.238

Plassmann, H., Ambler, T., Braeutigam, S., & Kenning, P. (2007). What can advertisers learn from neuroscience? International Journal of Advertising, 26(2), 151-175. https://doi.org/10.1080/10803548.2007.11073005

Plassmann, H., Venkatraman, V., Huettel, S., & Yoon, C. (2015). Consumer Neuroscience: Applications, Challenges, and Possible Solutions. Journal of Marketing Research (JMR), 52(4), 427–435. https://doi.org/10.1509/jmr.14.0048

Poldrack, R. A. (2011). Inferring Mental States from Neuroimaging Data: From Reverse Inference to Large-Scale Decoding. Neuron, 72(5), 692-697. https://doi.org/10.1016/j.neuron.2011.11.001

Pradeep, A. K. (2010). The Buying Brain: Secrets for Selling to the Subconscious Mind. Retail Merchandiser, 50(6), 6–6. https://doi.org/10.1002/9781119200079.ch6

Prelec, D. (2013). What Can Neuroscience Offer to Consumer Research? Paper presented at the Consumer Neuroscience Satellite Symposium. Lausanne, Switzerland. Ramsøy, T. Z. (2014). Introduction to neuromarketing & consumer neuroscience. Rørvig: Neurons Inc ApS. https://doi.org/10.1108/jcm-08-2014-1118

Schaefer, M., Berens, H., Heinze, H.-J., & Rotte, M. (2006). Neural Correlates of Culturally Familiar Brands of Car Manufacturers. Neuroimage, 31(2), 861-65. https://doi.org/10.1016/j.neuroimage.2005.12.047

Schaefer, M., & Rotte, M. (2010). Combining a semantic differential with fMRI to investigate brands as cultural symbols. Social Cognitive and Affective Neuroscience, 5(2-3), 274–281. https://doi.org/10.1093/scan/nsp055

Shimp, T., & Sharma, S. (1987). Consumer ethnocentrism: construction and validation of the CETSCALE. Journal of Marketing Research, 24(3), 280-289. https://doi.org/10.2307/3151638

Smidts, A., Hsu, M., Sanfey, A., Boksem, M., Ebstein, R., Huettel, S., & Yoon, C. (2014). Advancing consumer neuroscience. Marketing Letters, 25(3), 257–267. https://doi.org/10.1007/s11002-014-9306-1

Stallen, M., De Dreu, C. K. W., Shalvi, S., Smidts, A., & Sanfey, A. G. (2012). The Herding Hormone: Oxytocin Stimulates In-Group Conformity. Psychological Science, 23(11), 1288–1292. https://doi.org/10.1177/0956797612446026

Sumner, G. A. (1906). Folkways. New York: Ginn Custom Publishing.

Tettamanti, M., Conca, F., Falini, A., & Perani, D. (2017). Unaware processing of tools in the neural system for object-directed action representation. The Journal of Neuroscience, 37(44) 10712-10724. https://doi.org/10.1523/JNEUROSCI.1061-17.2017

Tusche, A., Bode, S., & Haynes, J.-D. (2010). Neural Responses to Unattended Products Predict Later Consumer Choices. Journal of Neuroscience, 30(23), 8024-31. https://doi.org/10.1523/JNEUROSCI.0064-10.2010

Tyler, L. K., & Moss, H. E. (2001). Towards a Distributed Account of Conceptual Knowledge. Trends in Cognitive Sciences, 5(6), 244-252. https://doi.org/10.1016/S1364-6613(00)01651-X

Van der Laan, L. N., de Ridder, D. T.D., Viergever, M. A., & Smeets, P. A.M. (2012). Appearance Matters: Neural Correlates of Food Choice and Packaging Aesthetics. PLOS ONE, 7(7), e41738. https://doi.org/10.1371/journal.pone.0041738

Varga, Á. (2016). Neuromarketing, a marketingkutatás új iránya. Vezetéstudomány/Budapest Management Review, 47(9), 55-63.

Varga, Á., & Kemény, I. (2016). Examining Young People’s Attitude toward Special Domestic Items in Hungary. European Journal of Business Science and Technology, 2(2), 141–151. https://doi.org/10.11118/ejobsat.v2i2.40

Venkatraman, V., Clithero, J.A., Fitzsimons, G. J., & Huettel, S. A. (2012). New Scanner Data for Brand Marketers: How Neuroscience Can Help Better Understand Differences in Brand Preferences. Journal of Consumer Psychology, 22(1), 143-153. https://doi.org/10.1016/j.jcps.2011.11.008

Watson, J. J., & Wright, K. (2000). Consumer ethnocentrism and attitudes toward domestic and foreign products. European Journal of Marketing, 34(9/10), 1149–1166. https://doi.org/10.1108/03090560010342520

Yang, R., Ramsaran, R., & Wibowo, S. (2017). An investigation into the perceptions of Chinese consumers towards the country-of-origin of dairy products. International Journal of Consumer Studies, 42(2), 205–216. https://doi.org/10.1111/ijcs.12403

Yelkur, R., Chakrabarty, S., & Bandyopadhyay, S. (2006). Ethnocentrism and Buying Intentions: Does Economic Development Matter? Marketing Management Journal, 16(2), 26–37.

Yoon, C., Gutchess, A. H., Feinberg, F., & Polk, T. A. (2006). A Functional Magnetic Resonance Imaging Study of Neural Dissociations Between Brand and Person Judgments. Journal of Consumer Research, 33(1), 31-40. https://doi.org/10.1086/504132

Zurawicki, L. (2010). Neuromarketing. Boston: Springer. 15., 53. https://doi.org/10.1007/978-3-540-77829-5

Downloads

Published

2020-03-07

How to Cite

Varga, Ákos, Simon, J., Pintér, A., Tóth, L., & Kozák, L. R. (2020). A fogyasztói etnocentrizmus idegi korrelációi: Neuromarketing-kutatás az ismertség által okozott implicit agykérgi aktivitásmoduláció vizsgálatára. Vezetéstudomány Budapest Management Review, 51(3), 45–55. https://doi.org/10.14267/VEZTUD.2020.03.05

Issue

Section

Articles