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.


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.


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


NA - Advances in Consumer Research Volume 35 | 2008

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