Effect of Country-Of-Targeting on Product Evaluations

Given the pervasiveness of multilanguage product descriptions on product packaging, we introduce and test the concept of country-of-targeting (COT) effect. We suggest that after controlling for the country-of-origin effect, the effect of perceived COT will affect product evaluations. . Two studies were designed to examine the COT effect. In the first study, perceptions about country-of-origin and the country-of-targeting were measured. In the second study, the country-of-origin will be held constant and the country-of-targeting will be manipulated. The results of Study 1 show support for the COT effect.



Citation:

Mahesh Gopinath, Leoan Tam, and Myron Glassman (2008) ,"Effect of Country-Of-Targeting on Product Evaluations", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 1000-1001.

Authors

Mahesh Gopinath, Old Dominion University, Norfolk
Leoan Tam, Old Dominion University, Norfolk
Myron Glassman, Old Dominion University, Norfolk



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

M10. I Need a Hero: How Loneliness Interacts with the Symbolic Meaning of Products to Affect Consumer Attitude

Sirajul Arefin Shibly, SUNY Binghamton, USA
Jinfeng Jiao, SUNY Binghamton, USA

Read More

Featured

The Self-Perception Connection: Why Consumers Devalue Unattractive Produce

Lauren Grewal, Dartmouth College, USA
Jillian Hmurovic, University of Pittsburgh, USA
Cait Lamberton, University of Pittsburgh, USA
Rebecca Walker Reczek, Ohio State University, USA

Read More

Featured

R4. Human Brands and Their Consumers: How Consumers Reform Brand Understandings Following Critical Incidents

Kimberley Mosher Preiksaitis, Siena College

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.