Effects of Country-of-Origin Information on Product Evaluation: An Information Processing Perspective
Hong, Sung-Tai
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https://hdl.handle.net/2142/72305
Description
Title
Effects of Country-of-Origin Information on Product Evaluation: An Information Processing Perspective
Author(s)
Hong, Sung-Tai
Issue Date
1987
Department of Study
Business Administration
Discipline
Business Adminstration
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
Ph.D.
Degree Level
Dissertation
Keyword(s)
Business Administration, Marketing
Abstract
The research proposed concerns the manner in which activating one's schema of a country influences the processing of information about a product that comes from that country. Several factors are considered including (1) whether a schema of the country of origin is activated before or after other product information is received, (2) the purpose for which the information is received (e.g., whether the subject has an explicit objective of making a purchasing decision or not), and (3) the amount of time elapsed between the receipt of stimulus information, the activation of schema and judgments. The general effects of activating a prototypic schema on the interpretation and use of information are evaluated, and the implications of these effects for country of origin are discussed.
Two experiments are then proposed to investigate these implications and to explore more generally the effects of country of origin on product evaluation. The first experiment concerns mainly the effects of goal, and pre/post information effects. The second one is an extension of the first experiment that bears more directly on the delay effects.
It is clear that many different processes may underlie the effects of country of origin on the product evaluation. In this study, country of origin was seen to be used in the evaluation of product in three ways. First, country of origin had "priming" effects. Country of origin was used to interpret other product attribute information, and the evaluation of the product to which the information is relevant was biased toward the favorableness of the country. Second, the country of origin, when other information was not available in memory, was used as a direct basis for the evaluation of the product. Third, the favorableness of country of origin also influenced subjects' attention to other product attribute information.
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