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The Effects of Country-Related Affect on Product Evaluations

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  • Cathy Yi Chen
  • Pragya Mathur
  • Durairaj Maheswaran

Abstract

Affect toward countries can be generated by people's personal experiences with the country or by targeted advertising campaigns designed to create positive affect toward the country. In four experiments, this research examines the effect of country-related affect (CRA) on the evaluations of products originating from the country. Country-related affect (CRA) systematically influences product evaluations depending on the valence as well as the warmth or competence associations of CRA. Positive CRA enhances evaluations of products with favorable country-related product (CRP) associations, but it boomerangs and decreases evaluations of products with unfavorable CRP associations. Positive CRA engenders high (vs. low) construal processing that directs consumer attention to CRP associations under low (vs. high) arousal conditions (experiments 1 and 2). Experiments 3 and 4 establish that CRA is a unique type of incidental affect that influences product evaluations based on its warmth or competence associations. The implications for country of origin research are discussed.

Suggested Citation

  • Cathy Yi Chen & Pragya Mathur & Durairaj Maheswaran, 2014. "The Effects of Country-Related Affect on Product Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(4), pages 1033-1046.
    • Handle: RePEc:oup:jconrs:doi:10.1086/678194
    DOI: 10.1086/678194
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    1. Halkias, Georgios & Davvetas, Vasileios & Diamantopoulos, Adamantios, 2016. "The interplay between country stereotypes and perceived brand globalness/localness as drivers of brand preference," Journal of Business Research, Elsevier, vol. 69(9), pages 3621-3628.
    2. Wang, Haizhong & Shen, Manqiong & (Amy) Song, Yiping & Phau, Ian, 2020. "Do up-displayed eco-friendly products always perform better? The moderating role of psychological distance," Journal of Business Research, Elsevier, vol. 114(C), pages 198-212.
    3. Halkias, Georgios & Diamantopoulos, Adamantios, 2020. "Universal dimensions of individuals' perception: Revisiting the operationalization of warmth and competence with a mixed-method approach," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 714-736.
    4. Kolbl, Živa & Arslanagic-Kalajdzic, Maja & Diamantopoulos, Adamantios, 2019. "Stereotyping global brands: Is warmth more important than competence?," Journal of Business Research, Elsevier, vol. 104(C), pages 614-621.
    5. Gopal Das & Shailendra Pratap Jain & Durairaj Maheswaran & Rebecca J. Slotegraaf & Raji Srinivasan, 2021. "Pandemics and marketing: insights, impacts, and research opportunities," Journal of the Academy of Marketing Science, Springer, vol. 49(5), pages 835-854, September.
    6. Xenia Raufeisen & Linda Wulf & Sören Köcher & Ulya Faupel & Hartmut H. Holzmüller, 2019. "Spillover effects in marketing: integrating core research domains," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 249-267, December.
    7. Qi Sun & Fang Wu & Shanjun Li & Rajdeep Grewal, 2021. "Consumer Boycotts, Country of Origin, and Product Competition: Evidence from China’s Automobile Market," Management Science, INFORMS, vol. 67(9), pages 5857-5877, September.
    8. Ryu, Jay Sang & L'Espoir Decosta, J.N. Patrick & Andéhn, Mikael, 2016. "From branded exports to traveler imports: Building destination image on the factory floor in South Korea," Tourism Management, Elsevier, vol. 52(C), pages 298-309.
    9. Ali, Nimra & Sheeraz, Muhammad, 2023. "How do I look: The role of Brand Anthropomorphism and Implicit Self-Theories on Brand Evaluations?," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 2(1), pages 51-70.
    10. Lu, Irene R.R. & Kwan, Ernest & Heslop, Louise A. & Thomas, D. Roland & Cedzynski, Marzena, 2019. "The ivory tower and the street: How researchers defined country image over four decades and what consumers think it means," Journal of Business Research, Elsevier, vol. 105(C), pages 80-97.
    11. Septianto, Felix & Chiew, Tung Moi & Thai, Nguyen T., 2020. "The congruence effect between product emotional appeal and country-based emotion: The moderating role of country-of-origin," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    12. Gabriella Schoier & Giovanna Pegan & Stefano Fadini, 2022. "An analysis on consumer perception," RIEDS - Rivista Italiana di Economia, Demografia e Statistica - The Italian Journal of Economic, Demographic and Statistical Studies, SIEDS Societa' Italiana di Economia Demografia e Statistica, vol. 76(1), pages 34-44, January-M.
    13. Kolbl, Živa & Diamantopoulos, Adamantios & Arslanagic-Kalajdzic, Maja & Zabkar, Vesna, 2020. "Do brand warmth and brand competence add value to consumers? A stereotyping perspective," Journal of Business Research, Elsevier, vol. 118(C), pages 346-362.
    14. Cheng, Zhendong & Fan, Wenfang & Shao, Bingjia & Jia, Wenli & Zhang, Yong, 2024. "The impact of intelligent customer service agents’ initial response on consumers’ continuous interaction intention," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    15. Srðan Šapiæ & Milan Kociæ & Jovana Filipoviæ, 2018. "Brand and consumer characteristics as drivers of behaviour towards global and local brands," Zbornik radova Ekonomskog fakulteta u Rijeci/Proceedings of Rijeka Faculty of Economics, University of Rijeka, Faculty of Economics and Business, vol. 36(2), pages 619-645.
    16. Balabanis, George & Lopez, Carmen, 2022. "Reflective versus unreflective country images: How ruminating on reasons for buying a country’s products alters country image," International Business Review, Elsevier, vol. 31(5).
    17. Rishtee K Batra & Tanuka Ghoshal & Gita JoharEditor & Derek RuckerAssociate Editor, 2017. "Fill Up Your Senses: A Theory of Self-Worth Restoration through High-Intensity Sensory Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 916-938.
    18. Bourdin, David & Halkias, Georgios & Makri, Katerina, 2021. "The compensatory influences of country stereotypes and the global/local nature of brands: An extended framework," Journal of Business Research, Elsevier, vol. 137(C), pages 28-38.
    19. Chen Yang & Jing Hu, 2022. "When do consumers prefer AI-enabled customer service? The interaction effect of brand personality and service provision type on brand attitudes and purchase intentions," Journal of Brand Management, Palgrave Macmillan, vol. 29(2), pages 167-189, March.
    20. Adamantios Diamantopoulos & Arnd Florack & Georgios Halkias & Johanna Palcu, 2017. "Explicit versus implicit country stereotypes as predictors of product preferences: Insights from the stereotype content model," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 48(8), pages 1023-1036, October.

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