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Examining Young People's Attitude toward Special Domestic Items in Hungary

Author

Listed:
  • Ákos Varga

    (Corvinus University of Budapest, Hungary)

  • Ildikó Kemény

    (Corvinus University of Budapest, Hungary)

Abstract

In our study we have examined the awareness and attitudes of young people (18-24 years) in Hungary toward a special selection of items: as several countries in the world, Hungary also has its own list of domestic products, places and historical heritages, which are called 'hungaricums'. These items could be defined as the core elements of patriotism, thus they are able to induce strong ethnocentric behavior. Our aim was to differentiate the emotional attitudes by gender. To achieve that, we have designed an online survey in order to get a basic understanding about the young people's attitude toward the hungaricums and the gender differences in this age group. We have found that the hungaricums are known in this age group, but most of them has a really small spontaneous awareness. Based on the opinion of the respondents the most typical hungaricum is the schnapps ('pálinka'), and the Ilcsi natural cosmetics are the less typical to our country. By analyzing the gender differences with using ANOVA method we could conclude that the evaluation of the females is significantly higher in eight cases. Based on this evaluation we grouped the hungaricums with using the MDS method, and our results show that there are also some differences between the males and females. This study is the first step of a complex neuromarketing study, where we examined the visual representation of the hungaricums in an fMRI machine. Further extension of the research project is to check the attention and interest with the usage of an eye tracking device.

Suggested Citation

  • Ákos Varga & Ildikó Kemény, 2016. "Examining Young People's Attitude toward Special Domestic Items in Hungary," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 2(2), pages 141-151.
    • Handle: RePEc:men:journl:v:2:y:2016:i:2:p:141-151
    DOI: 10.11118/ejobsat.v2i2.40
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    References listed on IDEAS

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    1. Mersid Poturak, 2013. "Role Of Ethnocentrism And Its Effect On Purchase Decisions," Journal Articles, Center For Economic Analyses, pages 17-24, June.
    2. Warren J Bilkey & Erik Nes, 1982. "Country-of-Origin Effects on Product Evaluations," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 13(1), pages 89-100, March.
    3. Katharina Petra Zeugner-Roth & Vesna Žabkar & Adamantios Diamantopoulos, 2015. "Consumer Ethnocentrism, National Identity, and Consumer Cosmopolitanism as Drivers of Consumer Behavior: A Social Identity Theory Perspective," Post-Print hal-01563043, HAL.
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    More about this item

    Keywords

    consumer ethnocentrism; gender difference; consumer behaviour;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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