Explicit versus implicit country stereotypes as predictors of product preferences: Insights from the stereotype content model

Adamantios Diamantopoulos, Arnd Florack, Georgios Halkias () and Johanna Palcu
Additional contact information
Adamantios Diamantopoulos: University of Vienna
Arnd Florack: University of Vienna
Georgios Halkias: University of Vienna
Johanna Palcu: University of Vienna

Journal of International Business Studies, 2017, vol. 48, issue 8, No 6, 1023-1036

Abstract: Abstract Drawing on the stereotype content model (SCM), we investigate the impact of both explicit and implicit country stereotypes on consumer preferences. In Study 1, we show that the competence dimension of the SCM (measured both explicitly and implicitly) drives purchase intention by positively influencing brand affect. In Study 2, we disentangle further the role of explicit and implicit stereotypes and show that explicit judgments of country competence are better predictors of deliberate consumer choices, whereas implicit judgments of country warmth dominate spontaneous choice. Managerially our findings indicate that sole reliance on explicit stereotypes may result in an incomplete picture of consumers’ responses to country-of-origin cues.

Keywords: country of origin; Stereotype content model; implicit stereotypes; spontaneous and deliberate choice; IAT (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (21)

Downloads: (external link)
http://link.springer.com/10.1057/s41267-017-0085-9 Abstract (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jintbs:v:48:y:2017:i:8:d:10.1057_s41267-017-0085-9

Ordering information: This journal article can be ordered from
http://www.springer. ... nt/journal/41267/PS2

DOI: 10.1057/s41267-017-0085-9

Access Statistics for this article

Journal of International Business Studies is currently edited by John Cantwell

More articles in Journal of International Business Studies from Palgrave Macmillan, Academy of International Business
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().