The Influence Of The Country Of Origin And Its Related Factors On The Attitude Of The Consumers

Since Schooler(1965)proposed the concept of "country of origin",research related to the country of origin has never been ceased.The country-of-origin effect is rooted in consumers' images of the quality of specific products marketed by firms associated with a country of origin.These images have been referred to as product-country images,and may be based.on actual product experience,but also on information gathered through advertising and other sources of product information,including word-of-mouth and articles in the popular press.The country of origin effect is actually a stereotype,with a positive and negative impact.However,the research on the effect of the country of origin of developing countries is very scarce,and China's research on it has just started and lacks empirical research.In this study,we used AMP,IAT,eye movement research and explicit attitude measurement to study how the county of origin and its factors affect consumer attitudes and weaken the county of origin by using stereotypes in the single clue and multi-clue model.Around this goal,we carried out the following three studies:Experiment 1 aims to verify the adaptability of the country of origin effect in China by IAT and we classify the products into theree types:search products,research products and credence products based on product attributes to explore how relationship between the type of product and the country of origin influences consumer attitudes.The results show that products from a country with a relatively favorable product-country image will be evaluated more positively than products from a country that has a relatively unfavorable product-country image.On the basis of experiment 1,experiment 2 explores the impact of country of origin on evaluations in in the rational context and the common context using AMP procedure to prime the heuristic system and analytic system.It is found that the interaction between country of origin and context is extreme significant.Compared to a product from a country with a relatively unfavorable product-country image,when subjects are presented with a product from a country with a relatively favorable product-country image,product evaluations will be more favorable in the common context,and the difference is signicant;while in in the rational context there is no differences,which reavels that the rational analysis system can weaken the country of origin effect.In experiment 3 the multi-cue model was used to discuss how ad,a extrinsic clue,attracts subjects' attention and reduce the proportion of the country of origin cues,and then improve the image of low-origin countries.The subjects were divided into experimental group and control group.The experimental group included rational appeal advertisement group and perceptual appeal advertisement group.The subjects were randomly assigned to the experimental group which consist of two groups-rational appeal ad and emotional appeal ad group,and control group.Eye movement measurement,implicit association test and explict attitude measurement were used to assess attitude for product with unfavorable product-country image under different ad.we found that(1)the eye movement index of rational appeal ad group was significantly higher than emotional appeal ad group' in the low involvement condition for product with unfavorable product-country image.(2)The implict attitude between the experimental group and the control group was no difference,nor rational appeal ad group and emotional appeal ad group,while the explict attitude of experimental group was significantly higher control group and compared to emotional appeal ad,rational appeal ad lead to more positive attitude,which showed to a certain extent,ad can improve unfavorable product-country image.