Nation Equity : Incidental Emotions in Country-Of-Origin Effects

Different from past research that focused on cognitive factors, this article examines the impact of incidental emotions and the cognitive appraisals associated with these emotions on country-of-origin effects. Experiment one examined the use of country-of-origin information under anger and sadness. Country-of-origin influenced evaluations only in the angry (vs. sad) condition where human (vs. situation) control was high. Experiment two replicated such finding by varying the agency control related to frustration. Based on these observations, this article suggests that like brands, countries also have equity associated with them termed “Nation Equity” that has both performance and emotional components.


D. Maheswaran and Cathy Chen (2006) ,"Nation Equity : Incidental Emotions in Country-Of-Origin Effects", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 1-3.


D. Maheswaran, New York University, USA
Cathy Chen, Singapore Management University, Singapore


AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006

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