The Impact Of Emotions On The Effect Of Brand Origin Countries

Country-of-Origin effect refers to the consumers' decisions influenced by the overall cognitive of the country of origin on brand. Most studies show that people's evaluation in developing countries to brand are generally lower than in developed countries. In addition, ethnocentrism studies show that consumers will form emotional bias to their own nation under the influence of national culture. Therefore, this study takes contemporary college students as subjects, comparing Japanese brands with Chinese brands by designing and exploring their relationship.Research is divided into tow parts. Study one:through the "Explicit Brand Attitude Scale" we can know whether college students have brand origin country effect on explicit attitude toward the Japanese brand and Chinese brand; Study two:use E-prime to write implicit program to explore the attitude differences for Japanese brand and Chinese brand in hidden level, after stimulating subjects' different patriotic emotions (pride/anger) we complete the attitude implicit test, in order to probe the influence and effect of the emotional to brand origin country.As it turns out:(1) either explicit or implicit, contemporary college students have shown the preference to Japanese product brand. Country of Origin brand effect has a significant presence in the contemporary college students Cognition(2) compared to the familiar products, the unfamiliar products pose a stronger brand origin country effect.(3)Activate different patriotic emotions (pride/anger) will evaluate the effect on the Japanese brands.(4) to stimulate national pride would improve the nation's brand evaluation, stimulate the sense of anger will reduce the national brand evaluation.Country-of-Origin effect exists when selecting products contemporary college students, whether explicit or implicit showed Japan (developed) product preference. And by stimulating patriotic sentiment may improve this phenomenon, and in this way become familiar with the product effect is more significant.