TY - CHAP

T1 - “Happy, happy, happy …”

T2 - 17th Australia and New Zealand Marketing Academy Conference - ANZMAC 2015

AU - Schnebel, Stefanie

AU - Batt, Verena

AU - Bruhn, Manfred

N1 - Conference code: 17

PY - 2015

Y1 - 2015

N2 - Research, so far, has not dealt with explicit and implicit consumers’ product attitudes and its effects when framing the product with country-of-origin cues. The present paper addresses this research gap by surveying consumers in Germany. The results provide evidence for an impact of COO cues on both attitude types. A negative effect on explicit attitude was revealed when the domestic product was framed either with a domestic COO branding or foreign COO branding, but by tendency a positive explicit attitude enhancement was identified for both COO branding conditions when framing a foreign product. Regarding implicit attitude, the empirical results also indicate a negative influence of both COO frames for the domestic product. However, the impact of a foreign frame on implicit attitude was positive to a moderate degree for the foreign product, while no impact was identified for the domestic frame.

AB - Research, so far, has not dealt with explicit and implicit consumers’ product attitudes and its effects when framing the product with country-of-origin cues. The present paper addresses this research gap by surveying consumers in Germany. The results provide evidence for an impact of COO cues on both attitude types. A negative effect on explicit attitude was revealed when the domestic product was framed either with a domestic COO branding or foreign COO branding, but by tendency a positive explicit attitude enhancement was identified for both COO branding conditions when framing a foreign product. Regarding implicit attitude, the empirical results also indicate a negative influence of both COO frames for the domestic product. However, the impact of a foreign frame on implicit attitude was positive to a moderate degree for the foreign product, while no impact was identified for the domestic frame.

KW - Business psychology

KW - Country-of-Origin

KW - Framing Effect

KW - Explicit Attitude

KW - Implicit Attitude

KW - Product Attitude

KW - Reaction Time Measurement

M3 - Published abstract in conference proceedings

T3 - ANZMAC Conference

SP - 1023

BT - Innovation and Growth Strategies in Marketing

PB - University of New South Wales

Y2 - 30 November 2015 through 2 December 2015

ER -