Explicit and Implicit Framing Effects on Product Attitudes When Using Country-of- Origin Cues
Research output: Contributions to collected editions/works › Published abstract in conference proceedings › Research › peer-review
Authors
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 dome
stic 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.
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 dome
stic 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.
| Original language | English |
|---|---|
| Title of host publication | Innovation and Growth Strategies in Marketing : Conference Proceedings |
| Number of pages | 1 |
| Publisher | University of New South Wales |
| Publication date | 2015 |
| Pages | 813 |
| Publication status | Published - 2015 |
| Externally published | Yes |
| Event | 17th Australia and New Zealand Marketing Academy Conference - ANZMAC 2015 : Innovation and Growth Strategies in Marketing - UNSW Business School, Sydney, Australia Duration: 30.11.2015 → 02.12.2015 Conference number: 17 https://www.business.unsw.edu.au/Campaigns-Site/anzmac/Documents/2015-ANZMAC-Conference-Program.pdf |
- Business psychology - Country-of-Origin, Framing Effect, Explicit Attitude, Implicit Attitude, Product Attitude, Reaction Time Measurement