Country-of-origin effects in consumer processing of advertising claims

We propose that country of origin has a dual impact on product evaluations, acting as informational cue, but also as source variable, moderating the impact of ads on product evaluations. In support, we find a direct effect of country of origin on product evaluations, and a three-way interaction betw...

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Bibliographic Details
Published inInternational journal of research in marketing Vol. 22; no. 2; pp. 127 - 139
Main Authors Verlegh, Peeter W.J., Steenkamp, Jan-Benedict E.M., Meulenberg, Matthew T.G.
Format Journal Article
LanguageEnglish
Published Amsterdam Elsevier B.V 01.06.2005
Elsevier Sequoia S.A
Subjects
Advertising
Attitude change
attitudes
construct
Consumer behavior
Country of origin
Effects
impact
Impact analysis
Influence
International marketing
perceptions
product evaluations
Rule of origin
Source credibility
Studies
International marketing
Country of origin
Source credibility
Attitude change
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Summary:We propose that country of origin has a dual impact on product evaluations, acting as informational cue, but also as source variable, moderating the impact of ads on product evaluations. In support, we find a direct effect of country of origin on product evaluations, and a three-way interaction between country of origin, claim favorability and ad involvement. Further analyses show that country of origin influences the way in which consumers respond to moderate and extreme claims under conditions of low and high ad involvement. The dual impact of country of origin on consumer behavior emphasizes its relevance to (international) marketing.
ISSN:0167-8116
1873-8001
DOI:10.1016/j.ijresmar.2004.05.003