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The Implicit Association Test on Place-of-Origin Stereotyping for Mobile Phone Brands Based on User Preferences Data Processing
Key Laboratory of Emotion and Mental Health in Chongqing, User Experience and Human-Computer Interaction Technology Institute, Chongqing University of Arts and Sciences, Chongqing Collaborative Innovation Center for Brain Science, Chongqing, China
Key Laboratory of Emotion and Mental Health in Chongqing, User Experience and Human-Computer Interaction Technology Institute, Chongqing University of Arts and Sciences, Chongqing Collaborative Innovation Center for Brain Science, Chongqing, China
Department of Psychology, School of Social Sciences, Tsinghua University, Beijing, China
Key Laboratory of Emotion and Mental Health in Chongqing, User Experience and Human-Computer Interaction Technology Institute, Chongqing University of Arts and Sciences, Chongqing Collaborative Innovation Center for Brain Science, Chongqing, China
School of Education Science, Minnan Normal University, Zhangzhou, China
Key Laboratory of Emotion and Mental Health in Chongqing, User Experience and Human-Computer Interaction Technology Institute, Chongqing University of Arts and Sciences, Chongqing Collaborative Innovation Center for Brain Science, Chongqing, China
Key Laboratory of Emotion and Mental Health in Chongqing, User Experience and Human-Computer Interaction Technology Institute, Chongqing University of Arts and Sciences, Chongqing Collaborative Innovation Center for Brain Science, Chongqing, China
- 1 Key Laboratory of Emotion and Mental Health in Chongqing, User Experience and Human-Computer Interaction Technology Institute, Chongqing University of Arts and Sciences, Chongqing Collaborative Innovation Center for Brain Science, Chongqing, China
- 2 Key Laboratory of Emotion and Mental Health in Chongqing, User Experience and Human-Computer Interaction Technology Institute, Chongqing University of Arts and Sciences, Chongqing Collaborative Innovation Center for Brain Science, Chongqing, China
- 3 Department of Psychology, School of Social Sciences, Tsinghua University, Beijing, China
- 4 Key Laboratory of Emotion and Mental Health in Chongqing, User Experience and Human-Computer Interaction Technology Institute, Chongqing University of Arts and Sciences, Chongqing Collaborative Innovation Center for Brain Science, Chongqing, China
- 5 School of Education Science, Minnan Normal University, Zhangzhou, China
- 6 Key Laboratory of Emotion and Mental Health in Chongqing, User Experience and Human-Computer Interaction Technology Institute, Chongqing University of Arts and Sciences, Chongqing Collaborative Innovation Center for Brain Science, Chongqing, China
- 7 Key Laboratory of Emotion and Mental Health in Chongqing, User Experience and Human-Computer Interaction Technology Institute, Chongqing University of Arts and Sciences, Chongqing Collaborative Innovation Center for Brain Science, Chongqing, China
American Journal of Industrial and Business Management·Volume 09 (2019)·Pages 1699–1711·Published 12 August 2019·DOI10.4236/ajibm.2019.98111
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Abstract
People may have a tendency to prefer local or national products, a phenomenon often referred as local protectionism. In the meanwhile, consumption of oversea or well-known products is a symbol of social status. An important question for both non-Chinese and Chinese manufacturers and researchers is whether Chinese prefer local or oversea products? Previous studies have shown that explicit survey is often not reliable, thus an Implicit Association Test (IAT) study is conducted with80 Chinese college students (40 males and 40 females) to investigate their implicit place-of-origin stereotypes about Chinese and foreign mobile phone brands. The results show that implicit place-of-origin stereotypes about mobile phone brands do exist among Chinese college students. They implicitly prefer, to various extents, foreign mobile phone brands, and male college students in particular are less interested in Chinese mobile phone brands. This study demonstrated an important application of the Implicit Association Test and has important application in guiding the marketing of products.
KeywordsMobile Phone BrandsPlace-of-Origin StereotypesImplicit Association Test (IAT)Marketing
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