Country-Of-Origin Effects on Consumers’ Attributions and Word-Of-Mouth Communications About Services

Kachat Andrew Wong, University of Southern California
Valerie Folkes, University of Southern California
Drawing on theories of attribution and linguistic bias, we examine the effects of country-of-origin (COO) stereotypes on consumer’s attributions and word-of-mouth communications about a service encounter. In two experiments, we manipulated the COO of a fictitious bank (USA vs. Japan) and its service quality (good vs. bad), and demonstrate that the congruency between COO stereotypes and service quality leads to a strong dispositional attribution to the traits of the employee, which, in turn, prompts consumers to describe the encounter at a high level of language abstraction.
[ to cite ]:
Kachat Andrew Wong and Valerie Folkes (2008) ,"Country-Of-Origin Effects on Consumers’ Attributions and Word-Of-Mouth Communications About Services", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 1029-1031.