Disentangling country-of-origin effects: the interplay of product ethnicity, national identity, and consumer ethnocentrism

Peter M. Fischer and Katharina Zeugner-Roth

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Abstract: The country-of-origin (COO) of products has been shown to affect consumer choice, especially in situations where the origin has a stereotypical association with particular products and depending on certain consumer traits (e.g., national identity, consumer ethnocentrism). However, little is known about how these phenomena are related. Two controlled experiments conducted in two different countries and product categories reveal that product ethnicity moderates the impact of national identity but not of consumer ethnocentrism. National identity is found to influence consumer preference only if the foreign product ethnicity is higher but not lower than that of comparable domestic products. Furthermore, while consumers with a low national identity are positively affected by a high product ethnicity of foreign products, this effect vanishes with increasing levels of national identity. This research has implications for academics and practitioners alike, as it examines important boundary conditions of country-of-origin effects that have been undiscovered so far.

Keywords: National identity; Consumer ethnocentrism; Product ethnicity; Country-of-origin; Controlled experiment; Spotlight and floodlight analysis (search for similar items in EconPapers)
Date: 2016-01
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Published in Marketing Letters, 2016, 28 (2), pp.189--204. ⟨10.1007/s11002-016-9400-7⟩

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Journal Article: Disentangling country-of-origin effects: the interplay of product ethnicity, national identity, and consumer ethnocentrism (2017)
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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01562995

DOI: 10.1007/s11002-016-9400-7

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