The Influence of the Consumer Ethnocentrism and Cultural Familiarity on Brand Preference: Evidence of Event-Related Potential (ERP)

Ma, Qingguo; Abdeljelil, H'meidatt; Hu, Linfeng

doi:10.3389/fnhum.2019.00220

Cited by 41 publications

(35 citation statements)

References 59 publications

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“…The surrounding environment, including friendship and emotion, can affect product endorsement and willingness-to-pay (Liao et al, 2019). Consumer behavior, financial services, evaluation stage, and decision-making in advertising are related to neural cortex response changes in current researches, further to verify a feasibility application in neuromarketing (Senior et al, 2015;Ramsøy et al, 2018;Wei et al, 2018;Ceravolo et al, 2019;Ma et al, 2019;Hu et al, 2020). Vences et al (2020) summarized a theoretical review of the main neural scientific research on neuromarketing's effectiveness, which is a neural measure tool, to enhance the emotional connection between consumers and organizations in social networks.…”

Section: Introductionmentioning

confidence: 90%

Decoding Three Different Preference Levels of Consumers Using Convolutional Neural Network: A Functional Near-Infrared Spectroscopy Study

Qing

Huang

Hong

2021

Front. Hum. Neurosci.

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This study decodes consumers' preference levels using a convolutional neural network (CNN) in neuromarketing. The classification accuracy in neuromarketing is a critical factor in evaluating the intentions of the consumers. Functional near-infrared spectroscopy (fNIRS) is utilized as a neuroimaging modality to measure the cerebral hemodynamic responses. In this study, a specific decoding structure, called CNN-based fNIRS-data analysis, was designed to achieve a high classification accuracy. Compared to other methods, the automated characteristics, constant training of the dataset, and learning efficiency of the proposed method are the main advantages. The experimental procedure required eight healthy participants (four female and four male) to view commercial advertisement videos of different durations (15, 30, and 60 s). The cerebral hemodynamic responses of the participants were measured. To compare the preference classification performances, CNN was utilized to extract the most common features, including the mean, peak, variance, kurtosis, and skewness. Considering three video durations, the average classification accuracies of 15, 30, and 60 s videos were 84.3, 87.9, and 86.4%, respectively. Among them, the classification accuracy of 87.9% for 30 s videos was the highest. The average classification accuracies of three preferences in females and males were 86.2 and 86.3%, respectively, showing no difference in each group. By comparing the classification performances in three different combinations (like vs. so-so, like vs. dislike, and so-so vs. dislike) between two groups, male participants were observed to have targeted preferences for commercial advertising, and the classification performance 88.4% between “like” vs. “dislike” out of three categories was the highest. Finally, pairwise classification performance are shown as follows: For female, 86.1% (like vs. so-so), 87.4% (like vs. dislike), 85.2% (so-so vs. dislike), and for male 85.7, 88.4, 85.1%, respectively.

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Section: Introductionmentioning

confidence: 90%

Decoding Three Different Preference Levels of Consumers Using Convolutional Neural Network: A Functional Near-Infrared Spectroscopy Study

Qing

Huang

Hong

2021

Front. Hum. Neurosci.

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“…Ma, et al (Ma et al, 2019) The influence of the consumer ethnocentrism and cultural familiarity on brand preference: Evidence of event-related potential…”

Section: Alcoholic Beveragesmentioning

confidence: 99%

Neuromarketing research in the last five years: a bibliometric analysis

Alsharif

Salleh

Baharun

et al. 2021

Cogent Business & Management

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Neuromarketing (NM) is an application of neuroimaging and physiological tools to record the neural correlates of consumers' behaviour (e.g., decision-making, emotion, attention, and memory) toward marketing stimuli such as brands and advertisements. This study aims to present the current tools employed in the empirical research in the last five years. In this article, we have followed the Preferred Reporting Items for Systematic Review and Meta-analyses (PRISMA) framework and a bibliometric analysis to select empirical and review papers that used NM tools in the last five years. We have extracted and analysed twenty-four documents from the Scopus database to answer our study questions. We found that electroencephalography (EEG) is the most popular neuroimaging tool in neuromarketing research, wherein has been used almost thirteen times. Followed by eyetracking (ET) and galvanic skin response (GSR) as the most physiological tools, wherein have been applied almost four times for each tool. We hope that this study provides valuable insights into the common NM tools used in marketing research.

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“…The results of He and Lu's study [59] showed that consumer ethnocentrism can exist during the evaluation and selection of brands matched to ethnic groups as well as the origin of the product (local vs. imported); the in-group recommended logos were treated more favorably than the out-group recommended logos by the higher ethnocentrism group. The results of the study by Ma Q, Abdeljelil, and Hu [60] demonstrated that in addition to the origin of the product (local vs. imported), consumer ethnocentrism can also exist during the evaluation and selection of brands appropriate to ethnic groups.…”

Section: Literature Reviewmentioning

confidence: 99%

Factors Influencing Consumer Behavior in Sustainable Fruit and Vegetable Consumption in Maramures County, Romania

Boca

2021

Sustainability

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The article explores consumer behavior in the context of sustainable consumption and the changes related to healthy food that have occurred during the pandemic. The study seeks to identify the factors that influenced consumer behavior on the consumption of fruits and vegetables. For this purpose, a questionnaire was applied to a sample of 1230 people from Maramures County, Romania. This study evaluates consumer behavior and attitudes on sustainable healthy food consumption; determining factors of consumer behavior are established by the needs, knowledge, selection of quality products, and the degree of culture and education in health diet issues. The study also presents a specific classification for fruits and vegetables in terms of consumer preferences and the clustering of local consumers by their interest in healthy food habits according to consumer culture, consumer loyalty, consumer needs, and consumer knowledge. In this study, it was revealed that consumer behavior consumption is not influenced by age, gender, or education. As a result of the correlation analysis, a positive relation was identified between the consumer preference, consumer attitude, and consumer behavior variables. The results of this study offer practical solutions and directions for future research on redesigning sustainable development of local, traditional foods. The new trend focuses on brand offerings and consumer needs for quality food and shows the consumer’s ethnocentrism and orientation for practical solutions.

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The Influence of the Consumer Ethnocentrism and Cultural Familiarity on Brand Preference: Evidence of Event-Related Potential (ERP)

Cited by 41 publications

References 59 publications

Decoding Three Different Preference Levels of Consumers Using Convolutional Neural Network: A Functional Near-Infrared Spectroscopy Study

Decoding Three Different Preference Levels of Consumers Using Convolutional Neural Network: A Functional Near-Infrared Spectroscopy Study

Neuromarketing research in the last five years: a bibliometric analysis

Factors Influencing Consumer Behavior in Sustainable Fruit and Vegetable Consumption in Maramures County, Romania

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