The Implicit Association Test on Place-of-Origin Stereotyping for Mobile Phone Brands Based on User Preferences Data Processing

Ying  Ge; Jibo  He; Huishan  Pang; Yuanyan  Hu; Yangcan  Gong

doi:10.4236/ajibm.2019.98111

Ying Ge¹^*, Jibo He^1,2, Huishan Pang^1,3^*, Yuanyan Hu¹, Yangcan Gong¹

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.

Keywords: Mobile Phone Brands, Place-of-Origin Stereotypes, Implicit Association Test (IAT), Marketing

Cite this paper: Ge, Y. , He, J. , Pang, H. , Hu, Y. and Gong, Y. (2019) The Implicit Association Test on Place-of-Origin Stereotyping for Mobile Phone Brands Based on User Preferences Data Processing. American Journal of Industrial and Business Management, 9, 1699-1711. doi: 10.4236/ajibm.2019.98111.

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