Firms pursuing expansion abroad increasingly face challenges of protectionism and discrimination against foreign products, a phenomenon widely recognized as domestic country bias. This research addresses discordant findings in previous work by introducing a new mechanism of domestic country bias that operates distinctly for national identifiers and ethnocentric consumers, connecting these two groups to regulatory focus theory. Using three experimental studies and a survey involving actual product possessions, we provide new evidence that consistently demonstrates that national identity and consumer ethnocentrism are associated with different goals, namely, an approach goal and an avoidance goal, respectively. Importantly, the results reveal that domestic country bias due to national identity can be attenuated by priming a prevention focus, while domestic country bias due to consumer ethnocentrism can be reduced by priming a promotion focus. The findings offer international marketing managers valuable insights into reducing domestic country bias and effectively segmenting international consumer markets. This research is the first to demonstrate how global companies can actively overcome domestic country bias by deploying suitable international marketing programs rather than avoiding specific segments and/or downplaying foreign origins.

寻求海外扩张的公司越来越多地面临保护主义和对外国产品的歧视的挑战，这种现象被广泛认为是国内偏见。本研究通过引入一种新的国内偏见机制来解决先前工作中的不一致发现，该机制对国家标识符和民族中心消费者有明显的作用，将这两个群体与监管焦点理论联系起来。通过三项实验研究和一项涉及实际产品拥有量的调查，我们提供了新的证据，这些证据一致地证明了国家认同和消费者民族中心主义与不同的目标相关，分别是接近目标和回避目标。重要的是，结果表明，由于国家认同导致的国内偏见可以通过启动预防重点来减弱，而由于消费者种族中心主义导致的国内偏见可以通过启动促销重点来减少。研究结果为国际营销经理提供了减少国内偏见和有效细分国际消费市场的宝贵见解。这项研究首次展示了跨国公司如何通过部署合适的国际营销计划而不是避开特定细分市场和/或淡化外国来源来积极克服国内偏见。