Country-Of-Origin Effects on Consumers’ Attributions and Word-Of-Mouth Communications About Services

Drawing on theories of attribution and linguistic bias, we examine the effects of country-of-origin (COO) stereotypes on consumer’s attributions and word-of-mouth communications about a service encounter. In two experiments, we manipulated the COO of a fictitious bank (USA vs. Japan) and its service quality (good vs. bad), and demonstrate that the congruency between COO stereotypes and service quality leads to a strong dispositional attribution to the traits of the employee, which, in turn, prompts consumers to describe the encounter at a high level of language abstraction.


Kachat Andrew Wong and Valerie Folkes (2008) ,"Country-Of-Origin Effects on Consumers’ Attributions and Word-Of-Mouth Communications About Services", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 1029-1031.


Kachat Andrew Wong, University of Southern California
Valerie Folkes, University of Southern California


NA - Advances in Consumer Research Volume 35 | 2008

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