Disentangling country-of-origin effects the interplay of product ethnicity, national identity,and consumer ethnocentrism 分离原产国效应：产品种族、民族认同和消费者民族中心主义的相互作用.pdf

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Disentangling country-of-origin effects the interplay of product ethnicity, national identity,and consumer ethnocentrism 分离原产国效应：产品种族、民族认同和消费者民族中心主义的相互作用.pdf

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Mark Lett DOI 10.1007/s11002-016-9400-7 Disentangling country-of-origin effects: the interplay of product ethnicity, national identity, and consumer ethnocentrism Peter M. Fischer 1 Katharina P. Zeugner-Roth 2 # Springer Science+Business Media New York 2016 Abstract The country-of-origin (COO) of products has been shown to affect consumer choice, especially in situations where the origin has a stereotypical association with particular products and depending on certain consumer traits (e.g., national identity, consumer ethnocentrism). However, little is known about how these phenomena are related. Two controlled experiments conducted in two different countries and product categories reveal that product ethnicity moderates the impact of national identity but not of consumer ethnocentrism. National identity is found to influence consumer prefer- ence only if the foreign product ethnicity is higher but not lower than that of compa- rable domestic products. Furthermore, while consumers with a low national identity are positively affected by a high product ethnicity of foreign products, this effect vanishes with increasing levels of national identity. This research has implications for academics and practitioners alike, as it examines important boundary conditions of country-of- origin effects that have been undiscovered so far. Keywords National identity . Consumer ethnocentrism . Product ethnicity . Country-of-origin . Controlled experiment . Spotlight and floodlight analysis The growth of global trade and the evolution of global consumer segments have increased awareness of and interest in the effects of country-of-origin (COO) labels on consumer evaluations. In general, literature distinguishes among three distinct * Peter M. Fischer peter.fischer@unisg.ch Katharina P. Zeugner-Roth k.zeugner-roth@ieseg.fr 1 Institute of Marketing, University of St. Gallen, Dufourstrasse 40a