Explaining Inconsistencies In Implicit And Explicit Attitudes Towards Domestic And Foreign Products.pdf

## Explaining Inconsistencies in Implicit and Explicit Attitudes towards Domestic vs. Foreign Products

This study investigates the inconsistent attitudes consumers hold towards domestic and foreign products (DCB), examining both implicit and explicit views. While previous research has documented global DCB, little explains its variability across product categories and attitude types.

Key Findings:

Product Typicality Matters: The authors propose that product typicality—how closely a product aligns with our mental prototypes of domestic or foreign goods—is a key moderator of DCB.
Implicit vs. Explicit Discrepancies: They find inconsistencies between implicit (unconscious, automatic evaluations) and explicit (conscious, deliberate) attitudes towards domestic and foreign products.
* Priming Effect: "Buy-local" advertising campaigns, which prime consumers with messages encouraging local purchasing, can influence both unprimed and primed attitudes, highlighting the impact of contextual cues on DCB.

Contribution:

This study advances understanding of DCB in two ways:

1. Theoretical Explanation: It offers a theoretical framework based on prototype theory to explain why DCB varies across product categories. Product typicality provides a rationale for observed differences in DCB reported in previous studies using products of varying typicality.
2. Practical Implications: The findings can guide researchers in designing more effective research and selecting appropriate product stimuli, while also offering insights to policymakers aiming to influence consumer attitudes through marketing campaigns.