Affective and Cognitive Bases of Implicit and Explicit Attitudes towards Domestic and Foreign Food Brands: Brand Preferences in Ethnic Primary and Minority Groups

Abstract

The aim of the research is to investigate implicit and explicit attitudes towards domestic and foreign food brands and their affective and cognitive bases in Ethnic Primary and Ethnic Minority groups. Measurements: methodologically balanced procedures of implicit association tests (IAT): Self-Concept IAT, Affective IAT, Cognitive IAT; affective and cognitive explicit procedures. In the Primary Ethnic Group, affective-cognitive independence was revealed, which made it possible to develop two constructs using factor analysis: the affective and cognitive bases of ‘overall’ attitude towards food brands. The structure of the variability of these constructs contains both associations and propositions. Consumer preferences formed on affective and cognitive bases were stronger for domestic food brands than for foreign ones. This has some analogies with both explicit and implicit consumer ethnocentrisms. In the Ethnic Minority Group, implicit-explicit independence was revealed, and implicit and explicit ‘overall’ attitudes towards food brands were built. The structure of the variability of these ‘overall’ attitudes contains affective and cognitive components. Consumer preferences based on implicit ‘overall’ attitude towards food brands are stronger for domestic food brands than for foreign ones. This has some analogies with implicit consumer ethnocentrism. Consumer preferences based on ‘overall’ explicit attitude towards food brands are ambivalent or unpronounced.