Neuro-behavioral influence of ethnocentrism on beer consumers from different countries residing in Costa Rica

Consumer ethnocentrism might influence purchasing decisions due to people's affinity for a brand's country of origin. With the rapid growth of digital technologies and e-commerce, it is crucial to determine whether ethnocentrism presents an opportunity or a barrier for firms entering foreign markets. The study is based on a non-probabilistic sample of 146 participants from four nationalities residing in Costa Rica, enabling exploratory analysis of neurobehavioral consumption patterns. Biometric technologies were used to measure attentional and emotional responses, attribute associations, and brand evaluation. Consumer ethnocentrism was assessed using a combination of eye-tracking, facial coding, implicit attribute-association testing, and the CETSCALE. Biometric data were processed using specialized analytical software, and Partial Least Squares Structural Equation Modeling was employed to validate the proposed model. The results suggest differentiated patterns of ethnocentric tendencies across national groups within the sample, with lower levels observed among Costa Rican and U.S. participants and comparatively higher levels among Mexican and Nicaraguan participants. The findings show consistency between experimental and traditional measures within the scope of this study, providing clear guidance for brands seeking to enter international markets.