Countering negative country of origin effects using imagery processing
Martin, Brett, Lee, Michael Shyue Wai , & Lacey, Charlotte (2011) Countering negative country of origin effects using imagery processing. Journal of Consumer Behaviour, 10(2), pp. 80-92.
A favorable product country of origin (e.g., an automobile made in Germany) is often considered an asset by marketers. Yet a challenge in today's competitive environment is how marketers of products from less favorably regarded countries can counter negative country of origin perceptions. Three studies investigate how mental imagery can be used to reduce the effects of negative country of origin stereotypes. Study 1 reveals that participants exposed to country of origin information exhibit automatic stereotype activation. Study 2 shows that self-focused counterstereotypical mental imagery (relative to other-focused mental imagery) significantly inhibits the automatic activation of negative country of origin stereotypes. Study 3 shows that this lessening of automatic negative associations persists when measured one day later. The results offer important implications for marketing theory and practice.
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|Item Type:||Journal Article|
|Keywords:||country of origin, marketing, consumer research, stereotypes|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Theory (150506)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2011 John Wiley & Sons, Ltd.|
|Deposited On:||10 May 2011 08:23|
|Last Modified:||14 Aug 2011 00:34|
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