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A study of the effects of affect and stereotypical beliefs associated to the country of origin of a product on its evaluation by consumers, through the lens of the stereotype content model
[Etude des effets de l'affect et des croyances stéréotypiques associés au pays d'origine d'un produit sur son évaluation par les consommateurs, à l'aide du modèle du contenu des stéréotypes]

Author

Listed:
  • Renaud Frazer

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

This research builds on the stereotype content model and on the construal level theory to analyze a product's country-of-origin effects on its evaluation by consumers. Results of our experiment show more favorable evaluations for both "utilitarian" and "hedonic" products, when nationals of the country-of-origin are perceived as being competent (vs. warm). Additionally, in the case of the "utilitarian" product, chronic country affect has a direct influence on the evaluation of the utilitarian dimension of the product, only when nationals of the country-of-origin are perceived as being competent (vs. warm). In the case of the "hedonic" product, chronic country affect has a direct influence on the hedonic dimension of the product only when nationals are perceived as being warm (vs. competent).

Suggested Citation

  • Renaud Frazer, 2017. "A study of the effects of affect and stereotypical beliefs associated to the country of origin of a product on its evaluation by consumers, through the lens of the stereotype content model [Etude d," Post-Print hal-02172636, HAL.
    • Handle: RePEc:hal:journl:hal-02172636
    Note: View the original document on HAL open archive server: https://hal.univ-lorraine.fr/hal-02172636
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    File URL: https://hal.univ-lorraine.fr/hal-02172636/document
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    References listed on IDEAS

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    1. Wang, Cheng Lu & Li, Dongjin & Barnes, Bradley R. & Ahn, Jongseok, 2012. "Country image, product image and consumer purchase intention: Evidence from an emerging economy," International Business Review, Elsevier, vol. 21(6), pages 1041-1051.
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