Related Experiment Video
Updated: Feb 4, 2026

Brain Imaging Investigation of the Neural Correlates of Emotion Regulation
Published on: August 26, 2011
Neural correlates of country-of-origin image (COI) stereotype
Ying Xie1, Mingliang Chen2, Wuke Zhang2
1School of Economic & Management, Northwest University, Xi'an, Shaanxi, 710127, China.
Abstract:
The aim of this study is to investigate the neural mechanism of country-of-origin image (COI) stereotype in product evaluation. A watch purchasing experiment was conducted and electroencephalogram (EEG) was recorded while participants making purchasing decisions. Switzerland was chosen as COI stereotype-congruent country; Belgium, France and Denmark were chosen as COI stereotype-incongruent countries of watches. Event-related potential (ERP) data showed remarkable augmented P200 amplitudes and attenuated N270 in stereotype-congruent group than that in stereotype-incongruent group. P200 is associated with unconscious implicit emotional priming of stereotype. N270 not only reflects cognitive monitoring but also connects with behavioral control in stereotype-based decision making. In contrast to previous neuropsychological findings on racial stereotype and gender stereotype, our data suggest stereotype in product judgement may share the same automatic stereotype activation process on P200 with person judgement. But the cognitive monitoring mechanism of stereotype may be more sensitive in product evaluation (reflecting on N270) than in person evaluation (reflecting on N400 in previous research).
Related Concept Videos
Stereotypes, Prejudice, and Discrimination
Stereotype Content Model
Stereotype Threat and Self-fulfilling Prophecies
Correlations
Correlation and Causation
Correlation versus Causation
If the dependent variable increases or decreases when the independent variable increases, there is a positive or negative...
Correlation
Two variables, for example, a and b, are said to be positively correlated if both variables move in the same direction. In other words, a positive correlation exists between two variables, a and b, if:

