Country of Origin Effect on Product Usage Conspicuousness

ABSTRACT - The country-of-origin effect and product consumption conspicuousness are examined. Hypotheses are tested to understand the importance of the COO effect with respect to consumer’s purchasing intentions of public vs. private and luxury vs. necessity products. A product’s country of origin has a stronger effect when considering luxury products. The conspicuous aspect of the consumption comes second.

Citation:

Francis Piron, Go Kiah Kiah, Pang Kah Meng, and Wong Li Peng (2001) ,"Country of Origin Effect on Product Usage Conspicuousness", in AP - Asia Pacific Advances in Consumer Research Volume 4, eds. Paula M. Tidwell and Thomas E. Muller, Provo, UT : Association for Consumer Research, Pages: 97.

Asia Pacific Advances in Consumer Research Volume 4, 2001      Page 97

COUNTRY OF ORIGIN EFFECT ON PRODUCT USAGE CONSPICUOUSNESS

Francis Piron, Nanyang Technological University, Singapore

Go Kiah Kiah, Nanyang Technological University, Singapore

Pang Kah Meng, Nanyang Technological University, Singapore

Wong Li Peng, Nanyang Technological University, Singapore

ABSTRACT -

The country-of-origin effect and product consumption conspicuousness are examined. Hypotheses are tested to understand the importance of the COO effect with respect to consumer’s purchasing intentions of public vs. private and luxury vs. necessity products. A product’s country of origin has a stronger effect when considering luxury products. The conspicuous aspect of the consumption comes second.

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