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.

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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.

Impact and interest:

12 citations in Scopus
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11 citations in Web of Science®

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602 since deposited on 09 May 2011
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ID Code: 41358
Item Type: Journal Article
Refereed: Yes
Keywords: country of origin, marketing, consumer research, stereotypes
DOI: 10.1002/cb.351
ISSN: 1472-0817
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: 09 May 2011 22:23
Last Modified: 13 Aug 2011 14:34

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