Effects of Product Type-based Foreign Brands Negative Information on Local Brand Bias Control of Chinese Consumer: Ethnocentric Stimulation Information-based Regulation

摘要

Local brand stereotype is a typical social cognitive bias in China and it has controlled brand attitude and consumption behavior of Chinese consumers. Therefore, how to inhibit local brand stereotype is an important research proposition. This study takes the stimulus information of the ethnocentrism and foreign brand negative information in the Mimicry environment as cognitive clue. Through experiment it finds that the ethnocentrism stimulus information can reinforce the credibility and emphasis of perceiving foreign brand negative information. However, this effect of the adjustment is only notable on the television group. Meanwhile, the ethnocentrism stimulation information has the significant adjustment on reserving abstract local brand stereotype by the foreign brand negative information in the television group. The research shows that the effects of foreign brands negative information disclosure on local brand bias inhibition were regulated by ethnocentric stimulation information. Price and technical content is higher, the adjustment effect is higher.