When Does Halo Prevail Against Animosity? Country-Of-Origin Effects Contingent on Regulatory Focus

He Jia, Nanjing University, China
Yonggui Wang, University of International Business and Economics, China
Yiren Dong, Nanjing University, China
Guocai Wang, Nanjing University, China
This research focuses on foreign products which can simultaneously trigger both the country-of-origin-related halo and animosity effects. Drawing on regulatory focus theory, the current research investigates when the halo effect dominates over the animosity effect in determining consumers' attitude towards foreign products. We propose that for promotion-focused consumers, the country-of-origin-related halo effect is more diagnostic than the country-of-origin-related animosity effect, which reflects the use of heuristic processing, whereas prevention-focused consumers are susceptible to neither the halo effect nor the animosity effect, for they tend to rely on substantive product attribute for evaluation. Preliminary findings provide initial evidence for the hypothesis.
[ to cite ]:
He Jia, Yonggui Wang, Yiren Dong, and Guocai Wang (2010) ,"When Does Halo Prevail Against Animosity? Country-Of-Origin Effects Contingent on Regulatory Focus", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 823-824 .