Pride And Prejudice – Promotion Or Prevention? Unraveling Domestic Country

Consumers often are positively biased in their preferences for domestic products to foreign alternatives. Previous research has established consumer ethnocentrism and national identification as possible sources for this bias, yet the process behind those constructs is still not well understood. This investigation shows that domestic country bias cannot be overcome by objectively better products, as tested based on the concept of product-country typicality. Second, two further controlled experiments reveal opposing interactions between consumer ethnocentrism/national identity and consumers’ regulatory focus. The findings suggest important and previously unexplored processes through which domestic country biases can be mitigated.