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The Use of Country of Origin Stereotypes: The Role of Product Specificity and Consumer Motivation

오혜영|박종철|이한준
한국마케팅학회 (Korean Marketing Association)|2012.01|아시아마케팅저널 (Asia Marketing Journal)|제13권 제4호|pp. 77-103

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원산지효과제품특성Country of Origin(COO)COO StereotypeProduct SpecificityProduct-specific InformationConsumer Motivation원산지 평가성향제품특성 정보소비자 동기.
주제분류경영학

초록

Two experiments examined how product evaluations were affected by country-of-origin information presented with varying amounts of product-specific information. Consistent with social judgeability theory, participants were more likely to make COO-based judgments, once they felt like they had product-specific information and they were motivated to conform their judgments to socially shared standards of validity. The results of each experiment revealed that the presentation of COO information alone was not sufficient to draw judgments based on COO stereotypes. The findings were discussed within the framework of social-psychological models of impression formation.

Abstract

Two experiments examined how product evaluations were affected by country-of-origin information presented with varying amounts of product-specific information. Consistent with social judgeability theory, participants were more likely to make COO-based judgments, once they felt like they had product-specific information and they were motivated to conform their judgments to socially shared standards of validity. The results of each experiment revealed that the presentation of COO information alone was not sufficient to draw judgments based on COO stereotypes. The findings were discussed within the framework of social-psychological models of impression formation.

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