Premium
Effects of subcultural differences on country and product evaluations
Author(s) -
Laroche FRSC Michel,
Papadopoulos Nicolas,
Heslop Louise,
Bergeron Jasmin
Publication year - 2003
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.104
Subject(s) - homogeneous , product (mathematics) , cross cultural , country of origin , psychology , field (mathematics) , cognition , social psychology , sociology , marketing , business , anthropology , geometry , mathematics , physics , neuroscience , pure mathematics , thermodynamics
Most cross‐cultural studies on country of origin or product‐country image (PCI) effects have implicitly assumed that national markets are composed of homogeneous consumers. Although many investigations in this field are described as cross‐cultural, most are in fact cross‐national. The overarching hypothesis of the present research is that PCI effects may vary across subcultures within a country. The results indicate that subcultural differences exist in the evaluation of culturally affiliated countries and their products. Cognitive responses converged to show that consumers' perceived linkages significantly influence the weight given to the country of origin in product evaluations. Several implications for managers and academic researchers are discussed. Copyright © 2003 Henry Stewart Publications.