Effects of Situational Versus Representative Attributions on American Brands

Past research has shown that consumers’ perceptions of product quality can be affected by the country of origin of the product. This paper explores how perceptions of a country’s actions (e.g., international policy, war, etc.) can affect evaluations of products that originate from that country. Specifically, this study examines evaluations of Middle East consumers on American brands depending on how they attribute the actions of the U.S. in Iraq (situational vs. representative), the relative salience of the brand as being from the U.S (salient vs. ambiguous), and the relative message strength (strong vs. weak) of the brand description.


Justin Gressel, Cathy Chen, and Durairaj Maheswaran (2008) ,"Effects of Situational Versus Representative Attributions on American Brands", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 218-218.


Justin Gressel, American University of Sharjah, UAE
Cathy Chen, Lee Kong Chian School of Business, Singapore
Durairaj Maheswaran, New York University, USA


LA - Latin American Advances in Consumer Research Volume 2 | 2008

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