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Determinants of Country-of-Origin Evaluations


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  • Gurhan-Canli, Zeynep
  • Maheswaran, Durairaj
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    Two experiments examined the factors that influence and the psychological processes that underlie country-of-origin evaluations. Subjects received attribute information that was either condensed in a single product or dispersed across several products manufactured in a country with relatively unfavorable associations. When consumers use country of origin as a basis for judgment under low motivation, or when the processing goal is to evaluate the country of origin, they focus on the country-of-origin information. Under such conditions, relevant evidence about the country of origin provided by dispersed information is likely to affect country-of-origin evaluations. In contrast, if consumers do not focus on the country of origin, such as under high motivation, or if their processing goal directs their attention away from country-of-origin information, any evidence about the country of origin is less likely to be utilized in their judgments. Findings from two experiments are consistent with this theorizing and highlight the central role of motivational intensity and direction in moderating the effect of information type on country-of-origin evaluations. Copyright 2000 by the University of Chicago.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 27 (2000)
    Issue (Month): 1 (June)
    Pages: 96-108

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    Handle: RePEc:ucp:jconrs:v:27:y:2000:i:1:p:96-108

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    Cited by:
    1. Wolfgang Sofka & Jörg Zimmermann, 2007. "Regional Dimensions of Liability of Foreignness: Between a Rock and a Hard Place?," Papers on Entrepreneurship, Growth and Public Policy 2007-12, Max Planck Institute of Economics, Entrepreneurship, Growth and Public Policy Group.
    2. Cristel Russell & Dale Russell, 2010. "Guilty by stereotypic association: Country animosity and brand prejudice and discrimination," Marketing Letters, Springer, vol. 21(4), pages 413-425, December.
    3. Reuber, A. Rebecca & Fischer, Eileen, 2011. "International entrepreneurship in internet-enabled markets," Journal of Business Venturing, Elsevier, vol. 26(6), pages 660-679.
    4. Volkan Dogan & Behçet Yalýn Özkar, 2013. "Investigation of Brand Name-Country of Origin Preference in Four Different Product Groups with Respect to Conspicuous Consumption Tendency," International Review of Management and Marketing, Econjournals, vol. 3(4), pages 190 - 203.
    5. Sofka, Wolfgang & Zimmermann, Jörg, 2008. "Regional economic stress as moderator of liability of foreignness," Journal of International Management, Elsevier, vol. 14(2), pages 155-172, June.
    6. Ulrich Kaiser & Wolfgang Sofka, 2007. "The Pulse of Liability of Foreignness: Dynamic Legitimacy and Experience Effects in the German Car Market," CIE Discussion Papers 2007-01, University of Copenhagen. Department of Economics. Centre for Industrial Economics.
    7. Amine, Lyn Suzanne, 2008. "Country-of-origin, animosity and consumer response: Marketing implications of anti-Americanism and Francophobia," International Business Review, Elsevier, vol. 17(4), pages 402-422, August.
    8. Ahmad, Shimi Naurin & Richard, Marie-Odile, 2014. "Understanding consumer's brand categorization across three countries: Application of fuzzy rule-based classification," Journal of Business Research, Elsevier, vol. 67(3), pages 278-287.


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