Are Consumers' Minds or Hearts Guiding Country of Origin Effects? Conditioning Roles of Need for Cognition and Need for Affect

Autor(en)
Adamantios Diamantopoulos, Maja Arslanagic-Kalajdzic, Nicole Moschik
Abstrakt

Contributing to research on consumer segmentation in the context of country-of-origin (COO) effects, the current study focuses on the need for cognition (NFC) and need for affect (NFA) as conditioning variables on the links between country image and attitude towards the country on the one hand and consumers' product-country image (PCI) assessments on the other. We conduct two studies: one in a highly developed, EU-member country (Austria, N = 203) and one in a developing CEE country (Bosnia & Herzegovina, N = 195). Our findings show that NFC and NFA have opposing influences on the aforementioned relationships in Austria. In contrast, in Bosnia & Herzegovina we find no significant interaction effects as well as a non-significant relationship between attitude towards the country and PCI. Overall, our results indicate that the utility of NFC and NFA as segmentation variables is country-specific and reveal cross-country differences in the operation of COO effects.

Organisation(en)
Institut für Betriebswirtschaftslehre
Externe Organisation(en)
University of Sarajevo, Verbund Sales GmbH
Journal
Journal of Business Research
Band
108
Seiten
487-495
ISSN
0148-2963
DOI
https://doi.org/10.1016/j.jbusres.2018.10.020
Publikationsdatum
10-2018
Peer-reviewed
Ja
ÖFOS 2012
Betriebswirtschaftslehre, Marketing
Schlagwörter
Link zum Portal
https://ucris.univie.ac.at/portal/de/publications/are-consumers-minds-or-hearts-guiding-country-of-origin-effects-conditioning-roles-of-need-for-cognition-and-need-for-affect(e767a49e-c2f9-4733-80df-6ecb7d2b810b).html