An Experimental Investigation of the Processes Behind the Country of Origin Effect

Abstract

In this study three alternative processes by which country of origin information affects attitudes toward and intentions to purchase a product are tested. Binational country effects on attitude are also tested. Results support a cognitive process in which beliefs about ad-derived attributes are affected by country of origin cues. Belief effects mediate the effect on attitudes. Halo effects on inferential beliefs are not observed. Though an interaction bewteen countries in the binational test is not significant, a simple main effect is observed which supports separate country of design and coutnry of assembly effects.