Influencia del etnocentrismo: un estudio  de las reacciones neurofisiológicas  del consumidor de cerveza

Silvia Campos Esquivel; Pedro R. Palos Sánchez

doi:10.51302/marketing.2023.7233

Authors

Silvia Campos Esquivel Instituto Tecnológico de Costa Rica (San José, Costa Rica) https://orcid.org/0000-0002-9350-0068
Pedro R. Palos Sánchez Departamento de Economía Financiera y Dirección de Operaciones. Universidad de Sevilla (España) https://orcid.org/0000-0001-9966-0698

DOI:

https://doi.org/10.51302/marketing.2023.7233

Abstract

Since the 1980s, the study of consumer behavior in the face of ethnocentric phenomena has been deepened, which can influence the purchasing decisions of individuals, when choosing a product according to the affinity it has with the origin of the brand. Nowadays, where there is a digital leap that has boosted electronic commerce, it is important to know if this phenomenon continues to be a barrier for companies that want to enter foreign markets.

Through an experimental quantitative research model, the neuro-behavioral pattern of consumption is explored by applying biometric technologies by measuring the attentional and emotional reaction, the association of attributes and the value associated with the brand that the consumer has when make a purchase decision. One hundred and forty-six subjects of four nationalities: Nicaraguans, Americans, Mexicans, and Costa Ricans, are exposed to various consumption tests for the beer category.

The results are analyzed with biometric processing analysis software. The results show low ethnocentric levels in neurobehavioral tests for Costa Ricans and Americans, and high levels in Mexicans and Nicaraguans. The research provides very clear guidelines to brands seeking to internationalize on the importance of seeking clear associations and perceived value at the consumer scale.

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Author Biographies

Silvia Campos Esquivel, Instituto Tecnológico de Costa Rica (San José, Costa Rica)

Ponente, profesora y coordinadora de la especialización en Neuromarketing del Instituto Tecnológico de Costa Rica. Fundadora y directora de las empresas Advanced Marketing & Biometric Lab, NEUROCAMP Latinoamérica y The House of Neuro. En el año 2019 recibió la membresía honoraria de la Asociación Mexicana de Neuromarketing. Cuenta con el grado de doctora en Dirección de Empresas con énfasis en investigación del Instituto Tecnológico de Costa Rica y con un MBA con énfasis en mercadeo del convenio de cooperación internacional FUNDEPOS – Universidad de Costa Rica. En el año 2018 formalizó su especialización en neuromarketing e innovación, título que le otorgó la Universidad de Lorraine, en Francia.

Pedro R. Palos Sánchez, Departamento de Economía Financiera y Dirección de Operaciones. Universidad de Sevilla (España)

Profesor titular en la facultad de Ciencias Empresariales y en la facultad de Turismo y Finanzas de la Universidad de Sevilla. Doctor (premio extraordinario de doctorado) en Economía por la Empresa por la Universidad de Sevilla, especializado en organización del cloud computing, con estancias de investigación en universidades europeas y americanas. Su investigación está centrada en economía digital, adopción de tecnologías, gestión de sistemas de información, ciencia de datos y marketing digital. Ha publicado en European Management Journal, Journal of Business Research, European Research on Management and Business Economics y Review of Managerial Science. Ha sido editor invitado de special issue en Complexity (JCR Q1), Kybernetes (JCR Q3), Sustainability (JCR Q2) y Journal of Spatial and Organizational Dynamics (WOS-Emerging).

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