EXAMINING YOUNG PEOPLE ’ S ATTITUDE TOWARD SPECIAL DOMESTIC ITEMS IN HUNGARY

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.


INTRODUCTION
The concept of ethnocentrism was developed by Sumner in 1906(in Shimp, 1984: "it was originally conceptualized as a purely sociological concept that distinguished between ingroups (those groups with which an individual identifies) and out-groups (those regarded as antithetical to the in-groups). Shimp states that 'consumer ethnocentrism' is designed to capture individual consumer cognitions and emotions as they relate to product offerings from other countries." The concept has object-based beliefs and attitudes (perceptions of product quality, value, etc.), which stands in the center of our study.
Consumers with strong ethnocentrism consider the consumption of foreign products dangerous, because it threatens the domestic economy, e.g. it could cause unemployment. The non-ethnocentric consumers can make more realistic quality-based judgments of foreign products, thus they prefer the foreign products more frequently (Malota and Berács, 2007;Zeugner-Roth et al., 2015). Shimp and Sharma (1987) with the use of CETSCALE (consumer ethnocentrism scale, a worldwide accepted measurement tool) proved that strong ethnocentrism negatively correlated with consumer's beliefs, attitudes, and purchase intentions toward foreign-made products (Shimp and Sharma, 1987). They also state that older individuals should manifest particularly strong ethnocentric tendencies because these individuals are especially threatened.
This study is the first step of a neuromarketing research project, aiming to discover young people (18-24 years old) awareness and attitudes 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'. Thus, the purpose of this study was to identify the youth's attitudes towards hungaricums, and to discover the gender differences within.

LITERATURE REVIEW
The connection between different (foreign) products and high emotional involvement was discovered by Crawford and Lamb (1981). They said this involvement is particularly strong when the foreign products threaten the security of domestic economy and job security. Shimp and Sharma (1987) have had similar conclusions. Many other researches have focused on the connections between consumers' ethnocentrism and purchase intentions: Bilkey and Nes (1982), Yelkur et al. (2006), Vida and Reardon (2008), Nguyen et al. (2008), Evanshitzky et al. (2008, Poturak (2013), Siamagka and Balabanis (2015).
According to Herche (1992), consumer ethnocentrism can serve as a reliable predictor of consumers' preferences to buy domestically produced goods instead of foreign ones. These ethnocentric tendencies are better predictors of purchase behavior than demographic or marketing mix variables. Herche (1994) also found that ethnocentric consumers tend to reject people, symbols and values that are culturally different, while inner cultural objects will become recipients of pride and attachment.
Consumer ethnocentrism means to prefer domestic products while rejecting foreign ones. In this relation Klein and Ettensoe (1999) found about consumer animosity that while consumer ethnocentrism contributes to a consumer's aptness for avoiding foreign products in general, animosity is usually directed towards a certain country (Rose et al., 2009, p. 331).
Regarding to the hungaricums, the official website explains that the national treasures (and the hungaricums within) are values meant to be protected and preserved. They can be connected to Hungarian creative processes, production cultures, to knowledge, to traditions, landscape and fauna, national history and to every spiritual and material, natural and common value or product (Magyar Értéktár -Hungarikumok gyűjteménye, 2014).
The protection of our national values contributes the shaping of national identity. Widerange introduction of our national values within Hungary and abroad as well has top priority, in order to strengthen the country brand itself (Baglyas, 2012).
According to the regulation, the hungaricum is a collective name, based on a standardized classing, ranging and record system in order to distinct and highlight values that are the characteristic features of the Hungarian nation, with their uniqueness, specialty and quality.
The list is approved by the Hungaricum Committee. At the time of our research the list had 41 items, but there is an extended list with 106 items, called 'national treasures'.
The legal paragraph XXX/2012 was ratified by the Parliament of Hungary in April, 2012. In October, the Hungaricum Committee was established. The Committee has sixteen members and the President is the Minister of Agriculture. The other members are delegated by different ministers and departments. Their main objective is to set up the list of the National Values and Collection of Hungaricums (Varga and Kemény, 2015, pp. 29-34).
The process of identification, organization and eventually, the protection have a system called Hungarian National Values Pyramid. The search and collection of values begins in the settlements of Hungary, since the local inhabitants are most likely familiar with them. Local historians, museologists, ethnographists, educators are probably already having a set of their local specialties. These lists are parts of wider, regional selections, which serve as the starting point for the Hungaricum Committee. This Committee has the right to certify a certain value into a hungaricum. The collection had 41 items at the time of the research (Tab. 1).
We believe that hungaricums are the core items of ethnocentrism in Hungary. They could arouse higher emotional connection, thus, higher purchase intent. Our opinion is that stronger, highlighted utilization of hungaricums in any domestic country image campaign could arouse stronger ethnocentric attitudes among the youth in Hungary.

METHODOLOGY AND DATA
During our exploratory research we have conducted an online survey among the students of two universities of Hungary. Our aim was to discover the attitudes of young male and female towards hungaricums.
Our online survey had three major parts: in the first part we have asked about the spontaneous and supported notoriety of hungaricums. The second part focused on the attitudes towards the hungaricums, namely to what extent they feel characteristic of Hungary the specific item. The last part consisted of basic demographic data.
We used snowball sampling: an initial group of respondents were selected who were known to possess the desired characteristics of the target population. The initial respondents were asked to identify others who also belong to our target population of interest. Subsequent respondents were selected based on the referrals. By obtaining referrals from referrals, this process has led to a snowballing effect.
Even though probability sampling can be used to select the initial respondents, the final sample is a non-probability sample. The referrals had demographic and psychographic characteristics more similar to the persons referring them than would occur by chance. The main objective of snowball sampling is to estimate characteristics that are rare in the wider population. The major advantage of snowball sampling is that it substantially increases the likelihood of locating the desired characteristic in the population (Malhotra and Birks, 2007, p. 414).

Gender characteristics
Our current study is an exploratory research, in order to provide a start-up point for our neuromarketing research project by discovering the youth's attitudes towards hungaricums. The revelation of gender differences is a popular approach in the field of neuromarketing, which also stands in the focus of our current research.
During our examination of gender differences, our first step was to discover the differences in supported recognitions. There is a significant difference between male and female in the case of five hungaricums (Tab. 4), and in each cases females have higher rates. The highest difference can be experienced in case of Ilcsi natural cosmetics: 55 per cent of the female respondents (52 persons) are familiar with this product, but in case of male the rate is only 19 per cent (7 persons). The notoriety of the different items is the same in the following cases: pálinka -100 per cent, Gyulai sausage -97 per cent and Hortobágy National Park -95 per cent. In 24 cases the notoriety is higher among female respondents -from this the five cases presented above are significantly higher -and in 14 cases male respondents reached higher rates, but these results are not differing significantly (Tab. 5). The differences of expressiveness between male and female respondents were also examined. Based on the results of our variance analysis, there are significant differences in case of eight hungaricums. In each case female respondents gave higher evaluations. The biggest difference belongs to traditional dance house as a transmitter by heredity (∆ F-M = 0.73). According to the responses, we have found that these eight hungaricums expresses Hungary more than the others, therefore they could be interpreted as female value representatives (Tab. 6).
The evaluation by male respondents is higher in the following five cases: products from In case of two dimensional analysis, one of the axes in both cases (currently the X axis) shows how strongly a hungaricum expresses Hungary. The more it is positioned to the right of the figure, the more expressive it is.
In case of male, the other dimension (Y axis) is interpreted as the tangibility: the higher a certain value is positioned, the less tangible it is (e.g. it is connected to a touristic destination, or to an intellectual heritage). The hungaricums, which are positioned lower, have a more tangible dimension. On the opposite, in case of female the Y axis could be interpreted as the traditional axis: the higher a certain value is positioned, the more traditional it is.
Using the current position of hungaricums, in both cases we have separated them into five groups, by using cluster analysis. These clusters also show that there are well described differences between the genders, which results  provide a solid basis for further analysis in the future (see Fig. 1 and Fig. 2). The tangible, expressive items such as pálinka (special Hungarian spirit) or Tokaji aszú (traditional Hungarian wine specialty) were the most preferred among both genders. In case of male respondents (see Fig. 1), the agricultural and/or food industrial products were in the most preferred group, which could be a relevant indicator of male preference.
In case of female respondents, their responses could be classified on the traditional values of the hungaricums. Besides some agricultural or food industrial items, they prefer the handicraft products such as porcelain and folk art (see Fig. 2).

CONCLUSION, LIMITATIONS AND SUGGESTIONS FOR FURTHER RESEARCH
The familiarity and the preference of the different hungaricums show us that the attitude towards hungaricums are changing. In our sample the young people have a certain preference of tangible products which are more available for them in their everyday life. The more traditional items (such as traditional places, heritages) are less important for them, thus they do not consider them as relevant, expressive items for Hungary. This finding could be a basis for further research on a representative sample to see if it could be utilized for domestic campaigns to strengthen the national values of Hungary. This research is the first step of a fullscale neuromarketing research. Based on these results, we are going to design our research involving different technical equipment and devices, such as fMRI and eye-tracking camera. The utilized visual stimuli are going to be presented based on the results presented above.
In this study we presented the results of an exploratory research in case of hungaricums on a university student's sample. Based on these results, we can see that there are significant differences in awareness and expressiveness between young male and female. By using MDS method, different groups have also been formed. Based on our results, further neuromarketing research looks to be a relevant method in order to discover the hungaricum-related perceptions and emotions, furthermore the results could help establishing initial hypotheses.