Avaliação do efeito país de origem para vinhos brasileiros: um estudo experimental aplicando a ferramenta eletroencefalografia (EEG)

Abstract

The country-of-origin effect is one of the most addressed issues in the international business literature, marketing and consumer behavior.Considering the importance of this theme, this research carried out, using the electroencephalography tool, a general experiment that was subdivided into three experiments.In the first experiment, it was sought to verify the influence that the origin of wine manufacturing exerted on the brain activities of Brazilian consumers in general in relation to wine with the information of being from Brazil, France and without information.In the second experiment, 3 (Country of origin: Brazil, France and without information) x 2 (Gênro: Male and Female) sought to verify the influence of manufacturing origin on the brain responses of men and women.In the third experiment, 3 (Country of origin:Brazil, France and without information) x 2 (Involvement: High and Low) sought to verify this influence for the consumers of high and low involvement.The wine used was the same and of Brazilian origin.The sample consisted of students from the University of São Paulo.As results, power spectral analysis verified that the information from the country of origin did not generate significant influences for consumers in general, neither for women nor for any of the groups (experimental and control).But it generated significant influence for men in the experimental group.Different results have also been found for high and low involvement consumers.Highinvolvement consumers paid more attention to home country information, but this information did not impact consumers emotionally.For the low-involvement consumers, there were significant differences between the experimental group Brazil and France and the control group France and without information.In theoretical terms, this research presents a great contribution to the literature in unprecedented reconciliation of the country of origin effect with the EEG neuroscience tool.In practical terms, it suggests a differentiation of marketing actions (advertising, ads, campaigns, availability at the point of sale) on consumer groups.

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