The Country of Origin Effect and the Role of Moral Emotions
The aim of the research is to analyze the role of three specific moral emotions (gratitude, disgust, and contempt) in explaining the country of origin (CO) effect on consumer buying behavior. The methodological approach involves the use of an experimental design. We follow the procedures suggested by Muller and colleagues (2005) in order to examine the role of moral emotions. The results show that gratitude, disgust, and contempt mediate the relationship between CO information – considering country of design (CD) and country of manufacture (CM) elements – and consumer buying behaviors. In addition, the results prove the moderating effect of consumer ethnocentrism.
Citation:
Silvia Grappi (2011) ,"The Country of Origin Effect and the Role of Moral Emotions", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 108-115.
Authors
Silvia Grappi, University of Modena and Reggio Emilia, Italy
Volume
E - European Advances in Consumer Research Volume 9 | 2011
Share Proceeding
Featured papers
See MoreFeatured
Inferring Personality from Solo vs. Accompanied Consumption: When Solo Consumers are Perceived to be More Open
Yuechen Wu, University of Maryland, USA
Rebecca Ratner, University of Maryland, USA
Featured
Dehumanization: Coping with Embarrassment in Consumer Purchases
Yixia Sun, Zhejiang University
Xuehua Wang, East China Normal University
Joey Hoegg, University of British Columbia, Canada
Darren Dahl, University of British Columbia, Canada
Featured
When Disadvantage Is an Advantage: Benevolent Partiality in Consumer Donations
Gabriele Paolacci, Erasmus University Rotterdam, The Netherlands
Gizem Yalcin, Erasmus University Rotterdam, The Netherlands