Despite a large body of research, country-of-origin eects are still poorly understood. Combining ... more Despite a large body of research, country-of-origin eects are still poorly understood. Combining the strengths of a narrative review with those of a quantitative meta-analysis, our study seeks to establish a ®rm grounding for country-of-origin research. We review previous country-of-origin research, focusing on cognitive, aective, and normative aspects of country of origin. In a quantitative meta-analysis, we assess the magnitude of country-of-origin eects on three types of product evaluations, viz., perceived quality, attitude, and purchase intention. In addition, we develop and test hypotheses concerning the role of economic development, the impact of multi-national production, dierences between consumers and industrial purchasers, and a number of methodological aspects. We ®nd that country of origin has a larger eect on perceived quality than on attitude toward the product or purchase intention. We also ®nd that dierences in economic development are an important factor underlying the country-of-origin eect. The country-of-origin eect does not dier between industrial and consumer purchasing, nor is it aected by multi-national production. We conclude with suggestions for future research on the country-of-origin eect. Speci®cally, more research is needed on the symbolic and emotional aspects of country of origin, and on the role of competitive context. Ó 0167-4870/99/$ ± see front matter Ó 1999 Elsevier Science B.V. All rights reserved. PII: S 0 1 6 7 -4 8 7 0 ( 9 9 ) 0 0 0 2 3 -9 JEL classi®cation: M30
We propose that country of origin has a dual impact on product evaluations, acting as information... more 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. D
In word-of-mouth marketing, marketers often provide financial rewards for referrals. These reward... more In word-of-mouth marketing, marketers often provide financial rewards for referrals. These rewards introduce a financial motive into an interaction among friends or acquaintances, which may harm the perceived sincerity of the referring customer. We show that this negative effect can be mitigated by disclosing the presence of financial motives, but also by the activation of a market pricing ('sales') relationship norm. However, such a norm has a negative effect on compliance with the referral. The effects of relationship norms are strongest when cognitive capacity is impaired, which suggests that the influence of relationship norms occurs outside the awareness of consumers. Conversely, the impact of disclosures is stronger when consumers have full cognitive capacity available.
... Indeed, Donnelly (2006) observes that founder/owner Jake Burton is often recognized as the in... more ... Indeed, Donnelly (2006) observes that founder/owner Jake Burton is often recognized as the inventor of contemporary snowboarding, and that this image in part explains the brand's 40% share in the international snowboarding market. ...
Previous research suggests that people form impressions of others based on their facial appearanc... more Previous research suggests that people form impressions of others based on their facial appearance in a very fast and automatic manner, and this especially holds for trustworthiness.
Brand managers constantly face the dilemma of adapting their brands to changing consumer taste wi... more Brand managers constantly face the dilemma of adapting their brands to changing consumer taste without diluting the brand's essence. This study presents an approach that can be used to establish which features constitute the essence of a brand, and how candidate new features would affect the perceived essence of the brand. We build on Ahn's (1998) causal status hypothesis, which holds that the essence of concepts (e.g., brands) consists of those features perceived to cause most other features of the brand. We empirically illustrate how this approach provides important information about consumer perceptions of envisaged changes to an existing brand.
Journal of International Business Studies, Jan 1, 2007
Page 1. Home country bias in product evaluation: the complementary roles of economic and socio-ps... more Page 1. Home country bias in product evaluation: the complementary roles of economic and socio-psychological motives Peeter WJ Verlegh Department of Marketing Management, RSM/Erasmus University Rotterdam, Rotterdam, The Netherlands ...
The theory of reasoned action was applied to study situational influence on the consumption of TV... more The theory of reasoned action was applied to study situational influence on the consumption of TV dinners. We investigated five situations, which were either time-related (weekdays vs weekends) or social (“dinner alone”,“dinner with family”, and “dinner with friends”). The ...
We study how the range of variation and the number of attribute levels affect five measures of at... more We study how the range of variation and the number of attribute levels affect five measures of attribute importance: full profile conjoint estimates, ranges in attribute level attractiveness ratings, regression coefficients, graded paired comparisons, and self-reported ratings. We find that all importance measures are affected by the range manipulation. The number of attribute levels affects only two measures. The results allow us to benchmark the magnitude of the number-of-levels effect against the range effect: conjoint importance estimates were approximately equally affected by a threefold increase in the range of attribute variation and by the insertion of two intermediate attribute levels. Our findings show that the number-of-levels effect is most likely due to respondents' tendencies to distribute their mental stimulus representations and their responses uniformly over the corresponding continua.
Consumer choice is influenced in a direct and meaningful way by the actions taken by others. Thes... more Consumer choice is influenced in a direct and meaningful way by the actions taken by others. These "actions" range from face-to-face recommendations from a friend to the passive observation of what a stranger is wearing. We refer to the set of such contexts as "social interactions" (SI). We believe that at least some of the SI effects are partially within the firm's control and that this represents an exciting research opportunity. We present an agenda that identifies a list of unanswered questions of potential interest to both researchers and managers. Au: pls. provide complete affliation 23 24 25 26 27 28 29 30 31 32 33
Although odorants and tastants are perceived by two different senses, the rated intensity of a ta... more Although odorants and tastants are perceived by two different senses, the rated intensity of a tastant may increase if an odorant is added. The size of the odor-induced taste enhancement is said to depend on the perceptual similarity between the tastant and the odorant, and on the task instruction which affects subjects' working concepts of attribute categories. It is investigated whether congruency or pleasantness (halo-effects) can replace perceptual similarity in accounting for odor-induced taste enhancement.
Despite a large body of research, country-of-origin eects are still poorly understood. Combining ... more Despite a large body of research, country-of-origin eects are still poorly understood. Combining the strengths of a narrative review with those of a quantitative meta-analysis, our study seeks to establish a ®rm grounding for country-of-origin research. We review previous country-of-origin research, focusing on cognitive, aective, and normative aspects of country of origin. In a quantitative meta-analysis, we assess the magnitude of country-of-origin eects on three types of product evaluations, viz., perceived quality, attitude, and purchase intention. In addition, we develop and test hypotheses concerning the role of economic development, the impact of multi-national production, dierences between consumers and industrial purchasers, and a number of methodological aspects. We ®nd that country of origin has a larger eect on perceived quality than on attitude toward the product or purchase intention. We also ®nd that dierences in economic development are an important factor underlying the country-of-origin eect. The country-of-origin eect does not dier between industrial and consumer purchasing, nor is it aected by multi-national production. We conclude with suggestions for future research on the country-of-origin eect. Speci®cally, more research is needed on the symbolic and emotional aspects of country of origin, and on the role of competitive context. Ó 0167-4870/99/$ ± see front matter Ó 1999 Elsevier Science B.V. All rights reserved. PII: S 0 1 6 7 -4 8 7 0 ( 9 9 ) 0 0 0 2 3 -9 JEL classi®cation: M30
We propose that country of origin has a dual impact on product evaluations, acting as information... more 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. D
In word-of-mouth marketing, marketers often provide financial rewards for referrals. These reward... more In word-of-mouth marketing, marketers often provide financial rewards for referrals. These rewards introduce a financial motive into an interaction among friends or acquaintances, which may harm the perceived sincerity of the referring customer. We show that this negative effect can be mitigated by disclosing the presence of financial motives, but also by the activation of a market pricing ('sales') relationship norm. However, such a norm has a negative effect on compliance with the referral. The effects of relationship norms are strongest when cognitive capacity is impaired, which suggests that the influence of relationship norms occurs outside the awareness of consumers. Conversely, the impact of disclosures is stronger when consumers have full cognitive capacity available.
... Indeed, Donnelly (2006) observes that founder/owner Jake Burton is often recognized as the in... more ... Indeed, Donnelly (2006) observes that founder/owner Jake Burton is often recognized as the inventor of contemporary snowboarding, and that this image in part explains the brand's 40% share in the international snowboarding market. ...
Previous research suggests that people form impressions of others based on their facial appearanc... more Previous research suggests that people form impressions of others based on their facial appearance in a very fast and automatic manner, and this especially holds for trustworthiness.
Brand managers constantly face the dilemma of adapting their brands to changing consumer taste wi... more Brand managers constantly face the dilemma of adapting their brands to changing consumer taste without diluting the brand's essence. This study presents an approach that can be used to establish which features constitute the essence of a brand, and how candidate new features would affect the perceived essence of the brand. We build on Ahn's (1998) causal status hypothesis, which holds that the essence of concepts (e.g., brands) consists of those features perceived to cause most other features of the brand. We empirically illustrate how this approach provides important information about consumer perceptions of envisaged changes to an existing brand.
Journal of International Business Studies, Jan 1, 2007
Page 1. Home country bias in product evaluation: the complementary roles of economic and socio-ps... more Page 1. Home country bias in product evaluation: the complementary roles of economic and socio-psychological motives Peeter WJ Verlegh Department of Marketing Management, RSM/Erasmus University Rotterdam, Rotterdam, The Netherlands ...
The theory of reasoned action was applied to study situational influence on the consumption of TV... more The theory of reasoned action was applied to study situational influence on the consumption of TV dinners. We investigated five situations, which were either time-related (weekdays vs weekends) or social (“dinner alone”,“dinner with family”, and “dinner with friends”). The ...
We study how the range of variation and the number of attribute levels affect five measures of at... more We study how the range of variation and the number of attribute levels affect five measures of attribute importance: full profile conjoint estimates, ranges in attribute level attractiveness ratings, regression coefficients, graded paired comparisons, and self-reported ratings. We find that all importance measures are affected by the range manipulation. The number of attribute levels affects only two measures. The results allow us to benchmark the magnitude of the number-of-levels effect against the range effect: conjoint importance estimates were approximately equally affected by a threefold increase in the range of attribute variation and by the insertion of two intermediate attribute levels. Our findings show that the number-of-levels effect is most likely due to respondents' tendencies to distribute their mental stimulus representations and their responses uniformly over the corresponding continua.
Consumer choice is influenced in a direct and meaningful way by the actions taken by others. Thes... more Consumer choice is influenced in a direct and meaningful way by the actions taken by others. These "actions" range from face-to-face recommendations from a friend to the passive observation of what a stranger is wearing. We refer to the set of such contexts as "social interactions" (SI). We believe that at least some of the SI effects are partially within the firm's control and that this represents an exciting research opportunity. We present an agenda that identifies a list of unanswered questions of potential interest to both researchers and managers. Au: pls. provide complete affliation 23 24 25 26 27 28 29 30 31 32 33
Although odorants and tastants are perceived by two different senses, the rated intensity of a ta... more Although odorants and tastants are perceived by two different senses, the rated intensity of a tastant may increase if an odorant is added. The size of the odor-induced taste enhancement is said to depend on the perceptual similarity between the tastant and the odorant, and on the task instruction which affects subjects' working concepts of attribute categories. It is investigated whether congruency or pleasantness (halo-effects) can replace perceptual similarity in accounting for odor-induced taste enhancement.
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