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Marketing Letters

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01.12.2007

The impact of a product’s country-of-origin on compromise and attraction effects

verfasst von: Shih-Chieh Chuang, HsiuJu Rebecca Yen

Erschienen in: Marketing Letters | Ausgabe 4/2007

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Abstract

Product information, such as country-of-origin (COO), often influences consumer choice. This research explores how valence of COO influences the magnitude of the compromise and attraction effects. The results of four experiments demonstrate that when a product’s COO denotes a negative image, the compromise and attraction effects decrease. The analysis also reveals asymmetric change of magnitude in the compromise and attraction effects.

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Titel: The impact of a product’s country-of-origin on compromise and attraction effects
verfasst von: Shih-Chieh Chuang
HsiuJu Rebecca Yen
Publikationsdatum: 01.12.2007
Verlag: Springer US
Erschienen in: Marketing Letters / Ausgabe 4/2007
Print ISSN: 0923-0645
Elektronische ISSN: 1573-059X
DOI: https://doi.org/10.1007/s11002-007-9017-y

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