In the context of the liability of foreignness, customers exhibit a(n) _____ when they prefer and are willing to pay more for local brands even when the quality is inferior.
A) ethnocentrism bias
B) neglecting probability bias
C) observational selection bias
D) confirmation bias

Question

Quizplus · Accepted Answer

Ethnocentrism bias refers to the preference for local brands over foreign ones, even if the local brands are of inferior quality. This bias is a manifestation of a consumer's loyalty or preference for products from their own country, often due to a sense of national pride or a belief in supporting the local economy.

In the Context of the Liability of Foreignness, Customers Exhibit