The role of ethnocentrism in evaluating the country of origin of wines: a neuroscientific study on the preferences of consumers from different generations

The objective of this article was to analyze wine preferences among consumers from Generations X and Y, considering the role of consumer ethnocentrism in evaluating different countries of origin. This study contributes theoretically by integrating four rarely combined domains in consumer research: consumer ethnocentrism, generational theory, the country-of-origin (COO) effect, and neuroscience. Using an experimental design with electroencephalography (EEG), the research examined how individuals from both generations neurologically respond to wines labeled as originating from Brazil, Argentina, the USA, or without origin information. The sample comprised 80 participants from a city in the state of São Paulo. EEG beta wave activity in frontal brain regions was analyzed as an indicator of motivational response and preference, supported by power spectral density analysis. Results indicated that Generation X consumers with high ethnocentrism exhibited stronger motivational neural responses, particularly showing a preference for foreign wines, while still evaluating domestic wines more positively. This suggests a cognitive-emotional tension in preference formation. In contrast, Generation Y consumers showed no statistically significant differences in neural responses across countries of origin, regardless of ethnocentrism level, suggesting a more globalized and experience-oriented consumption pattern.