A study of the effects of affect and stereotypical beliefs associated to the country of origin of a product on its evaluation by consumers, through the lens of the stereotype content model

Etude des effets de l'affect et des croyances stéréotypiques associés au pays d'origine d'un produit sur son évaluation par les consommateurs, à l'aide du modèle du contenu des stéréotypes

Renaud Frazer ()
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Renaud Frazer: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Abstract: This research builds on the stereotype content model and on the construal level theory to analyze a product's country-of-origin effects on its evaluation by consumers. Results of our experiment show more favorable evaluations for both "utilitarian" and "hedonic" products, when nationals of the country-of-origin are perceived as being competent (vs. warm). Additionally, in the case of the "utilitarian" product, chronic country affect has a direct influence on the evaluation of the utilitarian dimension of the product, only when nationals of the country-of-origin are perceived as being competent (vs. warm). In the case of the "hedonic" product, chronic country affect has a direct influence on the hedonic dimension of the product only when nationals are perceived as being warm (vs. competent).

Keywords: Country of origin; Country affect; Stereotype content model; Construal level theory; Pays d'origine; Affect pays chronique; Modèle du contenu des stéréotypes; Théorie des niveaux de représentation (search for similar items in EconPapers)
Date: 2017-05-17
Note: View the original document on HAL open archive server: https://hal.univ-lorraine.fr/hal-02172636
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Published in 33ème Congrès International de l'Association Française du Marketing, May 2017, Tours, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02172636

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