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Pride and prejudice: Unraveling and mitigating domestic country bias

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Abstract

Firms pursuing expansion abroad increasingly face challenges of protectionism and discrimination against foreign products, a phenomenon widely recognized as domestic country bias. This research addresses discordant findings in previous work by introducing a new mechanism of domestic country bias that operates distinctly for national identifiers and ethnocentric consumers, connecting these two groups to regulatory focus theory. Using three experimental studies and a survey involving actual product possessions, we provide new evidence that consistently demonstrates that national identity and consumer ethnocentrism are associated with different goals, namely, an approach goal and an avoidance goal, respectively. Importantly, the results reveal that domestic country bias due to national identity can be attenuated by priming a prevention focus, while domestic country bias due to consumer ethnocentrism can be reduced by priming a promotion focus. The findings offer international marketing managers valuable insights into reducing domestic country bias and effectively segmenting international consumer markets. This research is the first to demonstrate how global companies can actively overcome domestic country bias by deploying suitable international marketing programs rather than avoiding specific segments and/or downplaying foreign origins.

Résumé

Les entreprises qui cherchent à se développer à l'étranger sont de plus en plus confrontées aux défis liés au protectionnisme et à la discrimination à l’encontre des produits étrangers, un phénomène largement reconnu comme un biais domestique. Cette recherche aborde les résultats discordants des travaux antérieurs en introduisant un nouveau mécanisme du biais domestique qui opère distinctement pour deux groupes de consommateurs: l’identité nationale et la consommation ethnocentrique. Elle relie également ces deux groupes à la théorie des focus régulateurs. À l'aide de trois études expérimentales et d'une enquête portée sur les possessions réelles de produits, nos résultats démontrent de manière cohérente que l'identité nationale et l'ethnocentrisme du consommateur sont respectivement associés à différents objectifs, à savoir un objectif d'approche et un objectif d'évitement. Plus important encore, les résultats révèlent que le biais domestique dû à l'identité nationale peut être atténué en amorçant un focus préventif, tandis que le biais domestique dû à l'ethnocentrisme du consommateur peut être réduit en amorçant un focus promotionnel. Les résultats apportent aux responsables marketing internationaux les renseignements précieux sur la réduction du biais domestique et la segmentation efficace des consommateurs des marchés internationaux. Cette recherche constitue la première tentative de démontrer comment les entreprises internationales peuvent activement surmonter le biais domestique non pas par l’évitement des segments spécifiques et/ou la minimisation des origines étrangères, mais plutôt par le déploiement des programmes de marketing international adaptés.

Resumen

Las empresas en búsqueda de expandirse en el exterior enfrentan retos de proteccionismo y discriminación en contra de los productos extranjeros, un fenómeno ampliamente reconocido como el prejuicio de producto nacional. Esta investigación aborda hallazgos discrepantes en los trabajos anteriores al introducir un nuevo mecanismo de prejuicio de empresa nacional que opera específicamente para quienes se identifican como nacionales y para consumidores etnocéntricos, conectando estos dos grupos con la teoría de enfoque regulatorio. Utilizando tres estudios experimentales y una encuesta donde se involucran las posesiones actuales de productos, damos evidencia nueva que demuestra constantemente que la identidad nacional y el etnocentrismo están asociados con metas diferentes, específicamente, una meta enfoque y una meta evitación, respectivamente. De manera importante, los resultados revelan que el prejuicio de país nacional debido a la identidad nacional puede ser atenuado al preparar un enfoque preventivo, mientras que el prejuicio de producto nacional debido a etnocentrismo puede ser reducido al preparar un enfoque de promoción. Los hallazgos ofrecen a los gerentes de mercadeo internacional aportes valiosos para reducir el prejuicio de producto nacional y segmentar eficazmente los mercados de consumidores internacionales. Esta investigación es la primera en demostrar cómo las empresas globales pueden superar el prejuicio de producto nacional mediante el despliegue de programas adecuados de mercadeo internacional en lugar de evitar segmentos específicos y/o restringir sus orígenes extranjeros.

Resumo

Empresas que buscam expansão no exterior enfrentam cada vez mais desafios de protecionismo e discriminação contra produtos estrangeiros, um fenômeno amplamente reconhecido como preconceito do país doméstico. Esta pesquisa aborda descobertas discordantes em trabalhos anteriores, introduzindo um novo mecanismo de preconceito do país doméstico que opera distintamente para identificadores nacionais e consumidores etnocêntricos, conectando esses dois grupos à teoria do foco regulatório. Usando três estudos experimentais e uma pesquisa envolvendo posse de produtos reais, fornecemos novas evidências que demonstram consistentemente que a identidade nacional e o etnocentrismo do consumidor estão associados a objetivos diferentes, a saber, um objetivo de abordagem e um objetivo de evitação, respectivamente. Significativamente, os resultados revelam que o preconceito do país doméstico devido à identidade nacional pode ser atenuado ao se iniciar um foco de prevenção, enquanto o preconceito do país devido ao etnocentrismo do consumidor pode ser reduzido ao se iniciar um foco de promoção. As descobertas oferecem a gerentes de marketing internacional insights valiosos sobre a redução do preconceito nacional e segmentação eficaz de mercados de consumo internacionais. Esta pesquisa é a primeira a demonstrar como empresas globais podem ativamente superar o preconceito do país doméstico, implantando programas internacionais de marketing adequados, em vez de evitar segmentos específicos e/ou minimizar origens estrangeiras.

摘要

寻求海外扩张的公司越来越面临保护主义和对外国产品歧视的挑战, 这种现象被广泛认为是国内的国家偏见。这项研究通过引入一种新的国内的国家偏见机制来解决以前研究中不一致的发现, 该机制对国家身份识别者和种族中心主义消费者有明显的作用, 并将这两个群体与监管焦点理论联系起来。使用三项实验研究和一项涉及实际产品财产的调查, 我们提供了新证据, 一致表明, 国家认同和消费者种族中心主义与不同的目标即进近目标和回避目标相关。重要的是, 结果表明, 由国家认同引起的国内的国家偏见可通过启动预防重点来减弱, 而由消费者种族中心主义引起的国内的国家偏见可通过启动促进重点来减少。本调查结果为国际营销管理者提供了减少国内的国家偏见和有效细分国际消费者市场的宝贵见解。本研究首次展示了全球公司如何通过部署合适的国际营销方案而不是避免特定的细分市场和/或淡化外国起源来积极克服国内的国家偏见。

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ACKNOWLEDGEMENTS

We thank George Balabanis (City University of London), Fabian Bartsch (Montpellier Business School), Claudiu Dimofte (San Diego State University), and Goedele Krekels (IESEG School of Management) for their helpful insights on earlier drafts. We gratefully acknowledge the constructive comments and guidance provided by the review team, the Editor, Saeed Samiee, and the Editor-in-Chief, Alain Verbeke.

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  1. Peter Mathias Fischer and Katharina Petra Zeugner-Roth have contributed equally to this work and are listed in alphabetical order.

Authors and Affiliations

  1. Institute for Marketing and Customer Insight, University of St. Gallen, Dufourstrasse 40a, 9000, St. Gallen, Switzerland

    Peter Mathias Fischer

  2. IESEG School of Management, Univ. Lille, CNRS, UMR 9221, LEM - Lille Economie Management, 59000, Lille, France

    Katharina Petra Zeugner-Roth

  3. Arnold Ziff Research Chair and Professor of Marketing and International Management, Leeds University Business School, Maurice Keyworth Building, University of Leeds, Leeds, LS2 9JT, UK

    Constantine S. Katsikeas

  4. Department of Marketing, Pamplin College of Business, Virginia Tech, 2016 Pamplin Hall, Blacksburg, VA, USA

    Mario Pandelaere

  5. Department of Marketing, Innovation and Organisation, Ghent University, Tweekerkenstraat 2, 9000, Gent, Belgium

    Mario Pandelaere

Authors
  1. Peter Mathias Fischer
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  2. Katharina Petra Zeugner-Roth
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  3. Constantine S. Katsikeas
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  4. Mario Pandelaere
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Correspondence to Peter Mathias Fischer or Katharina Petra Zeugner-Roth.

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Accepted by Alain Verbeke, Editor-in-Chief, and Saeed Samiee, Area Editor, 15 November 2021. This article has been with the authors for two revisions.

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Fischer, P.M., Zeugner-Roth, K.P., Katsikeas, C.S. et al. Pride and prejudice: Unraveling and mitigating domestic country bias. J Int Bus Stud 53, 405–433 (2022). https://doi.org/10.1057/s41267-021-00496-1

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