Avaliação das respostas cerebrais dos consumidores da geração X e Y para o país de origem de vinhos: uma investigação experimental sobre o processamento cognitivo, preferência e valência emocional do etnocentrismo do consumidor e animosidade

Abstract

The main objective of the research was to evaluate the cognitive processing, preference and emotional valence of consumers of Generation X and Generation Y when information on the country of origin of wine manufacture is made available.As specific objectives, we sought to evaluate cognitive processing, preference and emotional valence for consumers of the generation (X and Y) regarding the animosity and level of consumer ethnocentrism.For this, an experimental study with electroencephalography was used.The total sample consisted of 80 (40 from generation X and 40 from generation Y), students, employees of the Faculty of Economics, Administration and Accounting of Ribeirão Preto and residents of the city of Ribeirão Preto.For these two samples, there was, for each one of them, an experimental group (they received information about the wine being from Brazil, Argentina and the United States) and a control group (no information).Wine was the same for all groups and samples.It is noteworthy that this study is unprecedented, as no studies were found in the literature that have analyzed these variables through the neuroscience approach applied to consumption.As a result, it can be observed that both the cognitive processing and the preference of Generation X consumers are more influenced by information from the country of origin than for Generation Y consumers.It was also verified that the country of origin did not influence the valence emotional valence neither of Generation X consumers nor of Generation Y consumers, nor were there differences in emotional valence when analyzing the moderating role of ethnocentrism and animosity.It was also found that Generation X consumers had cognitive processing more influenced by country of origin information than Generation Y consumers.The country of origin effect influenced more the preference of consumers with high ethnocentrism of Generation X. in preference for high-and lowethnocentrism millennial consumers.High-animosity millennial consumers were shown to be influenced only by US country information.While millennials' low animosity consumers did not have their preference influenced by animosity countries.The main finding was that the country of origin effect modulates brain responses differently, whether through cognitive processing, preference or emotional valence of consumers of generations X and Y, as well as modulating differently when considering ethnocentrism and ethnicity.animosity.In practical terms, the results of this survey help winery managers to establish their most effective marketing strategies.In theoretical terms, it helps to advance research on the country of origin effect, by addressing the country of origin effect for generations (X and Y), animosity and level of consumer ethnocentrism through the EEG approach in an unprecedented way.

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