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

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  • Moon, B. J.
  • Jain, S. C.

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.

Suggested Citation

  • Moon, B. J. & Jain, S. C., 2002. "Consumer processing of foreign advertisements: roles of country-of-origin perceptions, consumer ethnocentrism, and country attitude," International Business Review, Elsevier, vol. 11(2), pages 117-138, April.
  • Handle: RePEc:eee:iburev:v:11:y:2002:i:2:p:117-138
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    References listed on IDEAS

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    1. 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;Academy of International Business, vol. 23(3), pages 477-497, September.
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    6. 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, Oxford University Press, vol. 16(2), pages 175-187, September.
    7. 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;Academy of International Business, vol. 10(1), pages 81-90, March.
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    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. Roxana-Denisa G. STOENESCU, 2014. "Stereotypes In Consumers’ Product Evaluation Based On The Country-Of-Origin," SEA - Practical Application of Science, Fundația Română pentru Inteligența Afacerii, Editorial Department, issue 5, pages 623-630, November.
    3. Pappu, Ravi & Quester, Pascale, 2010. "Country equity: Conceptualization and empirical evidence," International Business Review, Elsevier, vol. 19(3), pages 276-291, June.
    4. Krystallis, Athanasios & Chryssochoidis, George M., 2006. "Does the country-of-origin (COO) of food products influence consumer evaluations? An empirical examination of ham and cheese," 98th Seminar, June 29-July 2, 2006, Chania, Crete, Greece 10027, European Association of Agricultural Economists.
    5. 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.

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