Effects of Consumer Ethnocentrism and Product Knowledge on Consumers’ Utilization of Country-Of-Origin Information

Byeong-Joon Moon, KyungHee University
ABSTRACT - This article is concerned with the effects of consumer ethnocentrism and product knowledge on consumers’ utilization of country-of-origin information for their product evaluation. The data suggest that, regardless of consumers’ ethnocentrism, low-knowledge consumers’ product attitude is more strongly influenced by country-of-origin perception than high-knowledge consumers’ product attitude.
[ to cite ]:
Byeong-Joon Moon (2004) ,"Effects of Consumer Ethnocentrism and Product Knowledge on Consumers’ Utilization of Country-Of-Origin Information", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 667-673.