The Effects of Country-Related Affect on Product Evaluations
Cathy Yi Chen,
Pragya Mathur and
Journal of Consumer Research, 2014, vol. 41, issue 4, 1033-1046
Affect toward countries can be generated by people's personal experiences with the country or by targeted advertising campaigns designed to create positive affect toward the country. In four experiments, this research examines the effect of country-related affect (CRA) on the evaluations of products originating from the country. Country-related affect (CRA) systematically influences product evaluations depending on the valence as well as the warmth or competence associations of CRA. Positive CRA enhances evaluations of products with favorable country-related product (CRP) associations, but it boomerangs and decreases evaluations of products with unfavorable CRP associations. Positive CRA engenders high (vs. low) construal processing that directs consumer attention to CRP associations under low (vs. high) arousal conditions (experiments 1 and 2). Experiments 3 and 4 establish that CRA is a unique type of incidental affect that influences product evaluations based on its warmth or competence associations. The implications for country of origin research are discussed.
References: Add references at CitEc
Citations: View citations in EconPapers (13) Track citations by RSS feed
Downloads: (external link)
Access to full text is restricted to subscribers.
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:41:y:2014:i:4:p:1033-1046.
Access Statistics for this article
More articles in Journal of Consumer Research from Oxford University Press
Bibliographic data for series maintained by Oxford University Press ().