Determinants of country-of-origin evaluations
Determinants of country-of-origin evaluations
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DOI：
10.1086/314311
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发表时间：
2000-06-01
影响因子：
7.2
通讯作者：
Maheswaran, D
中科院分区：
文献类型：
--
作者：
Gürhan-Canli, Z;Maheswaran, D
两个实验考察了影响原籍国评估的因素和心理过程。受试者接受的属性信息要么被浓缩在单一产品中，要么分散在在具有相对不利关联性的国家制造的几种产品中。当消费者在低动机下使用原产国作为判断依据时，或者当加工目标是评估原产国时，他们关注的是原产国信息。在这种情况下，分散的信息提供的关于原籍国的相关证据可能会影响原籍国的评估。相比之下，如果消费者不关注原产国，例如在动机较高的情况下，或者如果他们的处理目标将他们的注意力从原产国信息上转移开，任何关于原产国的证据都不太可能被用于他们的判断。两个实验的结果与这一理论一致，并突出了动机强度和方向在调节信息类型对原籍国评估的影响方面的核心作用。
Two experiments examined the factors that influence and the psychological processes that underlie country-of-origin evaluations. Subjects received attribute information that was either condensed in a single product or dispersed across several products manufactured in a country with relatively unfavorable associations. When consumers use country of origin as a basis for judgment under low motivation, or when the processing goal is to evaluate the country of origin, they focus on the country-of-origin information. Under such conditions, relevant evidence about the country of origin provided by dispersed information is likely to affect country-of-origin evaluations. In contrast, if consumers do not focus on the country of origin, such as under high motivation, or if their processing goal directs their attention away from country-of-origin information, any evidence about the country of origin is less likely to be utilized in their judgments. Findings from two experiments are consistent with this theorizing and highlight the central role of motivational intensity and direction in moderating the effect of information type on country-of-origin evaluations.