TITLE:
The Implicit Association Test on Place-of-Origin Stereotyping for Mobile Phone Brands Based on User Preferences Data Processing
AUTHORS:
Ying Ge, Jibo He, Huishan Pang, Yuanyan Hu, Yangcan Gong
KEYWORDS:
Mobile Phone Brands, Place-of-Origin Stereotypes, Implicit Association Test (IAT), Marketing
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.9 No.8,
August
23,
2019
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.