Neural correlates of country-of-origin image (COI) stereotype

Abstract

The aim of this study is to investigate the neural mechanism of country-of-origin image (COI) stereotype in product evaluation. A watch purchasing experiment was conducted and electroencephalogram (EEG) was recorded while participants making purchasing decisions. Switzerland was chosen as COI stereotype-congruent country; Belgium, France and Denmark were chosen as COI stereotype-incongruent countries of watches. Event-related potential (ERP) data showed remarkable augmented P200 amplitudes and attenuated N270 in stereotype-congruent group than that in stereotype-incongruent group. P200 is associated with unconscious implicit emotional priming of stereotype. N270 not only reflects cognitive monitoring but also connects with behavioral control in stereotype-based decision making. In contrast to previous neuropsychological findings on racial stereotype and gender stereotype, our data suggest stereotype in product judgement may share the same automatic stereotype activation process on P200 with person judgement. But the cognitive monitoring mechanism of stereotype may be more sensitive in product evaluation (reflecting on N270) than in person evaluation (reflecting on N400 in previous research).

Keywords: Country-of-origin image (COI); Event-related potential (ERP); N270; P200; Stereotype.