While local product ethnicity (local PE, i.e., consumers’ perception of their own country as the stereotypical origin of a particular category) can serve as a key factor in explaining home-country biases in local product superiority, this construct has been ignored since it was introduced. To address this limitation, this article proposes a four-phase research model (consumer characteristics – construction of product category schema – categorization of local PE – evaluation of local vs. foreign products) to examine the antecedents and consequences of local PE in an Asian advanced emerging market, which is argued to be a more appropriate context (e.g., more evenly distributed local PE and non-local PE categories and coexistence of local and Western product superiority), as opposed to developed countries or less-developed emerging markets, for this study. For the antecedents, factors related to consumers’ experiences, information searching, and cognitive bases that can affect consumers’ construction of structured knowledge (schemas) about local products within particular categories are identified. Specifically, local embeddedness of product categories is introduced to capture consumer knowledge about strong connotations stereotypically linking the local country to particular categories. As for the consequences, consumer evaluations of local versus developed-country products/services between local-PE and non-local-PE categories are compared. Four surveys were conducted to empirically examine the model of local PE. The results support the hypotheses.

虽然本地产品的种族（本地PE，即消费者对自己国家的特定类别的成见，即自己的国家的理解）可以作为解释本国偏爱本地产品优势的关键因素，但由于这种结构被忽略了被介绍了。为了解决这一局限性，本文提出了一个四阶段的研究模型（消费者特征–产品类别架构的构建–本地PE的分类–本地产品与国外产品的评估）来研究亚洲先进企业中本地PE的前提和后果。相对于发达国家或欠发达的新兴市场，新兴市场被认为是一个更合适的背景（例如，本地私募股权和非本地私募股权类别分布更均匀，本地和西方产品优势并存），这项研究。对于前因，确定了与消费者的体验，信息搜索和认知基础有关的因素，这些因素会影响消费者对特定类别内的本地产品的结构化知识（方案）的构造。具体而言，引入了产品类别的本地嵌入性，以捕获有关将原型国家/地区与特定类别相关联的强内涵的消费者知识。至于后果，比较了本地PE和非本地PE类别的本地和发达国家产品/服务的消费者评估。进行了四项调查，以实证检验本地PE的模型。结果支持假设。并确定可能影响消费者对特定类别中本地产品的结构化知识（方案）构造的认知基础。具体而言，引入了产品类别的本地嵌入性，以捕获有关将原型国家/地区与特定类别相关联的强内涵的消费者知识。至于后果，比较了本地PE和非本地PE类别的本地和发达国家产品/服务的消费者评估。进行了四项调查，以实证检验本地PE的模型。结果支持假设。并确定可能影响消费者对特定类别中本地产品的结构化知识（方案）构造的认知基础。具体而言，引入了产品类别的本地嵌入性，以捕获有关将原型国家/地区与特定类别相关联的强内涵的消费者知识。至于后果，比较了本地PE和非本地PE类别的本地和发达国家产品/服务的消费者评估。进行了四项调查，以实证检验本地PE的模型。结果支持假设。引入产品类别的本地嵌入性来捕获消费者关于强涵义的知识，这些知识通常将当地国家与特定类别联系起来。至于后果，比较了本地PE和非本地PE类别的本地和发达国家产品/服务的消费者评估。进行了四项调查，以实证检验本地PE的模型。结果支持假设。引入了产品类别的本地嵌入性，以捕获有关强势含义的消费者知识，这些知识通常将当地国家/地区与特定类别联系起来。至于后果，比较了本地PE和非本地PE类别的本地和发达国家产品/服务的消费者评估。进行了四项调查，以实证检验本地PE的模型。结果支持假设。