Effect of Country-Of-Targeting on Product Evaluations

Mahesh Gopinath, Old Dominion University, Norfolk
Leoan Tam, Old Dominion University, Norfolk
Myron Glassman, Old Dominion University, Norfolk
Given the pervasiveness of multilanguage product descriptions on product packaging, we introduce and test the concept of country-of-targeting (COT) effect. We suggest that after controlling for the country-of-origin effect, the effect of perceived COT will affect product evaluations. . Two studies were designed to examine the COT effect. In the first study, perceptions about country-of-origin and the country-of-targeting were measured. In the second study, the country-of-origin will be held constant and the country-of-targeting will be manipulated. The results of Study 1 show support for the COT effect.
[ to cite ]:
Mahesh Gopinath, Leoan Tam, and Myron Glassman (2008) ,"Effect of Country-Of-Targeting on Product Evaluations", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 1000-1001.