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Author(s): |
Xiu Xu, Editorial Department of College newspaper, Qufu Normal University, Qufu, China
Hao Ren, Editorial Department of College newspaper, Qufu Normal University, Qufu, China
Wenwen Xie, Editorial Department of College newspaper, Qufu Normal University, Qufu, China
Dun Niu, Department of psychology, Qufu Normal University, Qufu, China |
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Abstract: |
Abstract: 102 university students were measured their Consumer Ethnocentrism Tendency by CETSCALE, implicit brand attitudes by IAT and explicit brand attitudes respectively. The results showed that consumers had strong preference for domestic brands on implicit dimension, but they showed preference for foreign brands on the cognitive and affective components of explicit brand attitudes, which revealed dissociation between implicit brand attitudes and explicit brand attitudes. Consumer Ethnocentrism had a major effect on the affective component of explicit brand attitudes but had no significant correlation with implicit brand attitudes. CETSCALE can measure the explicit component dimension of Consumer Ethnocentrism; however, it can not gain access to Consumer Ethnocentrism shown in implicit brand attitude. An implicit dimension existed in Consumer Ethnocentrism, which needs further research by paradigms of implicit social cognition.
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