Browsing by Subject "Emotions and decision making"
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Item Open Access Brand foreignness and anger decrease purchase intentions of ethnocentric consumers for national icon products(Ege Üniversitesi İktisadi ve İdari Bilimler Fakültesi, 2023-05-10) Yilmaz, A.; Kurdoğlu, Rasim SerdarThe marketing literature lacks a thorough understanding of how emotions change ethnocentric consumers’ brand quality perceptions and purchase intentions when there are two different nationality signals about the product evaluated (i.e., product nationality signal vs brand nationality signal). To address this gap, we conducted an empirical study (mixed-design ANOVA) with ethnocentric consumers to test whether anger and sadness change purchasing intentions and perceptions of brand quality for fictitious brands across two different product types (national icon product vs non-national icon product). The regression analysis indicates that when ethnocentric consumers are induced to feel anger, their purchase intentions for national icon products decrease significantly when the product has a foreign brand image. Because incidental anger (i.e., the feeling of anger carried over from a situation unrelated to the decision at hand) triggers stereotypical reasoning, angry ethnocentric consumers seem to focus on the nationality image of the brand rather than the nationality image of the product class (i.e., national icon products signaling a nation’s heritage). Our study displays the powerful impact of incidental emotions on ethnocentric consumers’ judgment and decision-making for brands with foreign vs domestic images.Item Open Access When does brand foreignness matter for ethnocentric consumers in developing countries? the role of emotions and national icon products(2020-07) Yılmaz, AlımIt is widely known that an increase in the perceived quality of a brand significantly increases one’s intention to purchase that brand. According to the signaling theory, the foreignness of a brand may act as a sign of quality. In developing countries, foreign brands originating from developed countries are identified with wealth, prestige, allure, and superiority; these features lead consumers to consider them higher quality. However, for ethnocentric consumers, as the social identity theory suggests, a higher perceived foreignness of a brand may become an out-group sign that decreases one’s perception of brand quality, and which eventually decreases purchase intentions. Despite these expectations, there is no obvious pattern demonstrating a relationship between perception of brand foreignness, brand quality, and the purchase intentions of ethnocentric consumers. To explore a relevant pattern, I focus on the purchase intentions of ethnocentric consumers for products that are categorized as national icons. As ethnocentric consumption hints at an emotional attachment to one’s own culture, I investigate the effect of emotions on ethnocentric consumption through observing changes in the purchase intentions for national icons. Drawing on the appraisal tendency framework, I hypothesize that incidental emotions (i.e., mood) moderate the relationships among perceived brand foreignness, perceived brand quality, and purchase intentions in such a manner that each emotion has a distinct effect on judgments and decisions surrounding quality and purchase. ANOVA and OLS regression analyses illustrate that the national icon status of a product on its own does not have a statistically significant effect on the purchase decisions of ethnocentric consumers. By contrast, when the incidental emotion of anger is present, the purchase intention for national icon products with foreign brand names decreases significantly; incidental anger triggers a shallow heuristic decision which amplifies stereotypical reasoning.