中国经济出版社2016年2月出版本土品牌偏见(或品牌来源国负面刻板印象)是指人们对本土品牌在特征、属性和行为等方面比较固定的负面观念、态度或认知表征,即认为本土品牌的质量、技术、象征性较差,外国品牌更好。目前,本土品牌偏见已然成为中国情境下的一种典型社会认知偏差,这极大削弱了本土品牌的社会使用和消费动力,造成购买力的海外流失,给本土企业发展、民族产业振兴以及国家经 China Economic Press’s February 2016 publication of local brand bias (or negative stereotypes of brand source countries) refers to the negative perceptions, attitudes or cognitive representations of local brands that are relatively fixed in characteristics, attributes and behaviors, The brand’s quality, technology, symbolism is poor, foreign brands better. At present, local brand bias has become a typical social cognitive bias in China. This has greatly weakened the social use and consumption power of local brands, resulting in the overseas loss of purchasing power, which has contributed to the development of local enterprises, the revitalization of national industries and the reform of national economy