The Impact of a Product's Country-of-Origin on Compromise and Attraction Effects

The Impact of a Product's Country-of-Origin on Compromise and Attraction Effects

Product information, such as country-of-origin (COO), often influences consumer choice. This research explores how valence of COO influences the magnitude of the compromise and attraction effects. The results of four experiments demonstrate that when a product's COO denotes a negative image, th...

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Veröffentlicht in:Marketing letters 2007-12, Vol.18 (4), p.279-291
Hauptverfasser: Chuang, Shih-Chieh, Yen, HsiuJu Rebecca
Format: Artikel
Sprache:eng
Schlagworte:
Brands
Choice of products
College students
Consumer behavior
Consumer behaviour
Consumer preferences
Consumer research
Consumers
Countries
Decision making
Evaluation
Judgement
Magnification
Marketing
Mediation
Modeling
Perception
Preferences
Product choice
Studies
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Beschreibung
Zusammenfassung:Product information, such as country-of-origin (COO), often influences consumer choice. This research explores how valence of COO influences the magnitude of the compromise and attraction effects. The results of four experiments demonstrate that when a product's COO denotes a negative image, the compromise and attraction effects decrease. The analysis also reveals asymmetric change of magnitude in the compromise and attraction effects.
ISSN:0923-0645
1573-059X
DOI:10.1007/s11002-007-9017-y