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

被引：41

作者：

Chuang, Shih-Chieh

Yen, HsiuJu Rebecca

机构：

[1] Natl Cent Univ, Dept Informat Management, Chungli 320, Taiwan

[2] Natl Chung Cheng Univ, Dept Business Adm, Min Hsiung, Taiwan

来源：

MARKETING LETTERS | 2007年 / 18卷 / 04期

关键词：

attraction effect; compromise effect; country-of-origin;

D O I：

10.1007/s11002-007-9017-y

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：279 / 291

页数：13

共 31 条

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