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Explaining Inconsistencies in Implicit and Explicit Attitudes towards Domestic and Foreign Products

Tseng Hsiang, T., Balabanis, G. & Liu, M. (2018). Explaining Inconsistencies in Implicit and Explicit Attitudes towards Domestic and Foreign Products. International Marketing Review, 35(1), pp. 72-92. doi: 10.1108/imr-05-2013-0092


This article examines the inconsistency of explicit and implicit domestic country bias (DCB) across different types of products and in the context of two countries.

Two studies in two countries are conducted to examine the inconsistencies in implicit and explicit DCB. The first study collected data through mall intercept survey method in Taiwan and identified 189 valid respondents. The second study applied a mixed (within and between subjects) factorial experiment in China using 200 subjects

Results show that explicit and implicit attitudes are moderately related to each other. It also confirms that ethnic product typicality can explain inconsistencies in both explicit and implicit DCB. For ethnically typical products, domestic country bias is more pronounced in consumers’ explicit attitudes than in consumers’ implicit attitudes. On the contrary, for ethnically atypical goods, domestic country bias makes itself present in both explicit and implicit attitudes.

The results shed new light on domestic country bias and confirm that the bias could divaricate between explicit and implicit attitudes in the case of ethnically typical products.

Publication Type: Article
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Departments: Bayes Business School > Management
SWORD Depositor:
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