The purpose of this study is to examine the factors that can reverse the cognitive dissonance experienced by consumers who prefer foreign digital platforms despite being ethnocentric, and those who prefer local digital platforms despite being xenocentric. The goal is to create positive attitudes among these consumers. Existing literature indicates a negative effect of ethnocentrism on foreign brand preference (Hsu and Nien, 2008; Guo, 2013) and a negative effect of xenocentrism on domestic brand preference (Lawrence, 2012; Rojas-Méndez and Chapa, 2019). This study aims to transform these negative effects into positive ones by incorporating mediating and moderating variables. To achieve this goal, a survey was conducted, collecting data from 415 Turkish consumers through convenience sampling method. The findings indicate that while ethnocentrism does not have a direct effect on foreign brand preference (BP), an indirect effect is observed through perceived brand localness (PBL). The effect of xenocentrism on local brand preference is partially supported, with self-congruity playing an indirect role in this effect. The results reveal that ethnocentrism has a direct effect on foreign BP and PBL, and perceived price value acts as a moderator in the relationship between PBL and foreign BP. Xenocentrism has a significant impact on self-congruity, which in turn significantly influences local BP. Finally, perceived quality value moderates the relationship between self-congruity and local BP. The study concludes that ethnocentrism has a direct effect on local BP, while xenocentrism directly influences foreign BP.