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The effect of country‐of‐origin related stereotypes and personal beliefs on product evaluation
Author(s) -
Janda Swinder,
Rao C. P.
Publication year - 1997
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/(sici)1520-6793(199710)14:7<689::aid-mar4>3.0.co;2-c
Subject(s) - conceptualization , country of origin , psychology , product (mathematics) , social psychology , cognition , marketing , business , geometry , mathematics , artificial intelligence , neuroscience , computer science
The country‐of‐origin effect has been the focus of numerous studies in international marketing. The concept of stereotypes assumes importance in the study of country‐of‐origin effects. However, past research has failed to consider the cognitive structures that influence a person's use of the country‐of‐origin factor in product evaluation. This article attempts to fill this gap through a conceptualization that suggests that the country of origin may be an outcome of a combination of two processes—cultural stereotypes and personal beliefs. © 1997 John Wiley & Sons, Inc.