Advanced Search
MyIDEAS: Login

Consumer processing of foreign advertisements: roles of country-of-origin perceptions, consumer ethnocentrism, and country attitude

Contents:

Author Info

  • Moon, B. J.
  • Jain, S. C.
Registered author(s):

    Abstract

    This paper reports the findings of a study that examined the impact of consumers' three cross-national individual difference variables -- country-of-origin perceptions, consumer ethnocentrism, and country attitudes -- on their responses and attitudes toward foreign advertisements and advertised products. A model of consumer processing of international advertising has been proposed that consolidates a dual-element thesis comprising research on consumer processing of advertising, and several streams of research on cross-national individual difference variables. Empirical analysis of the hypothetical model through structural equation modeling yields supportive results: positive effects of consumers' country attitudes on their responses to the creative presentation of international advertising, and positive effects of consumers' country-of-origin perceptions on their responses to the buying proposal of international advertising. However, the hypothesized negative effects of consumer ethnocentrism on their responses to international advertising was not confirmed. The study contributes to our understanding of cross-national individual difference variables that precede and determine consumers' attitudes toward foreign advertisements. It has practical implications for standardization versus localization of international advertising strategy.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://www.sciencedirect.com/science/article/pii/S096959310100052X
    Download Restriction: Full text for ScienceDirect subscribers only

    As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.

    Bibliographic Info

    Article provided by Elsevier in its journal International Business Review.

    Volume (Year): 11 (2002)
    Issue (Month): 2 (April)
    Pages: 117-138

    as in new window
    Handle: RePEc:eee:iburev:v:11:y:2002:i:2:p:117-138

    Contact details of provider:
    Web page: http://www.elsevier.com/wps/find/journaldescription.cws_home/133/description#description

    Order Information:
    Postal: http://www.elsevier.com/wps/find/journaldescription.cws_home/133/bibliographic
    Web: http://www.elsevier.com/wps/find/journaldescription.cws_home/133/bibliographic

    Related research

    Keywords:

    References

    References listed on IDEAS
    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
    as in new window
    1. Boddewyn, J. J. & Soehl, Robin & Picard, Jacques, 1986. "Standardization in international marketing: Is Ted Levitt in fact right?," Business Horizons, Elsevier, vol. 29(6), pages 69-75.
    2. Loken, Barbara & Ward, James C, 1990. " Alternative Approaches to Understanding the Determinants of Typicality," Journal of Consumer Research, University of Chicago Press, vol. 17(2), pages 111-26, September.
    3. Hong, Sung-Tai & Wyer, Robert S, Jr, 1989. " Effects of Country-of-Origin and Product-Attribute Information on Product Evaluation: An Information Processing Perspective," Journal of Consumer Research, University of Chicago Press, vol. 16(2), pages 175-87, September.
    4. Batra, Rajeev & Ray, Michael L, 1986. " Affective Responses Mediating Acceptance of Advertising," Journal of Consumer Research, University of Chicago Press, vol. 13(2), pages 234-49, September.
    5. Martin S Roth & Jean B Romeo, 1992. "Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects," Journal of International Business Studies, Palgrave Macmillan, vol. 23(3), pages 477-497, September.
    6. Warren J Bilkey & Erik Nes, 1982. "Country-of-Origin Effects on Product Evaluations," Journal of International Business Studies, Palgrave Macmillan, vol. 13(1), pages 89-100, March.
    7. Maheswaran, Durairaj, 1994. " Country of Origin as a Stereotype: Effects of Consumer Expertise and Attribute Strength on Product Evaluations," Journal of Consumer Research, University of Chicago Press, vol. 21(2), pages 354-65, September.
    8. Phillip D White, 1979. "Attitudes of U.S. Purchasing Managers Toward Industrial Products Manufactured in Selected Western European Nations," Journal of International Business Studies, Palgrave Macmillan, vol. 10(1), pages 81-90, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as in new window

    Cited by:
    1. Kustin, Richard Alan, 2004. "Marketing mix standardization: a cross cultural study of four countries," International Business Review, Elsevier, vol. 13(5), pages 637-649, October.
    2. Gabrielsson, Peter & Gabrielsson, Mika & Gabrielsson, Hannele, 2008. "International advertising campaigns in fast-moving consumer goods companies originating from a SMOPEC country," International Business Review, Elsevier, vol. 17(6), pages 714-728, December.
    3. Pappu, Ravi & Quester, Pascale, 2010. "Country equity: Conceptualization and empirical evidence," International Business Review, Elsevier, vol. 19(3), pages 276-291, June.

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:eee:iburev:v:11:y:2002:i:2:p:117-138. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Zhang, Lei).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.