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Country‐of‐origin effects on product quality judgments: An information integration perspective
Author(s) -
Hastak Manoj,
Hong SungTai
Publication year - 1991
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/mar.4220080205
Subject(s) - perspective (graphical) , product (mathematics) , quality (philosophy) , scale (ratio) , country of origin , psychology , cognition , econometrics , image (mathematics) , cognitive psychology , economics , marketing , microeconomics , mathematics , computer science , business , artificial intelligence , epistemology , geography , philosophy , geometry , cartography , neuroscience
Functional measurement methodology is used to examine the simultaneous effects of country‐of‐manufacture and price information on judgments about product quality and overall product evaluation The results suggest that a simple (constant weight) averaging model adequately accounts for the cognitive algebra used by consumers to integrate country image and price cues Also, the derived scale values for country image and price suggest that these variables produce roughly equivalent (and strong) effects on product Judgments Implications of these results for future research on country‐of‐origin effects are discussed.