When Does Halo Prevail Against Animosity? Country-Of-Origin Effects Contingent on Regulatory Focus

This research focuses on foreign products which can simultaneously trigger both the country-of-origin-related halo and animosity effects. Drawing on regulatory focus theory, the current research investigates when the halo effect dominates over the animosity effect in determining consumers' attitude towards foreign products. We propose that for promotion-focused consumers, the country-of-origin-related halo effect is more diagnostic than the country-of-origin-related animosity effect, which reflects the use of heuristic processing, whereas prevention-focused consumers are susceptible to neither the halo effect nor the animosity effect, for they tend to rely on substantive product attribute for evaluation. Preliminary findings provide initial evidence for the hypothesis.



Citation:

He Jia, Yonggui Wang, Yiren Dong, and Guocai Wang (2010) ,"When Does Halo Prevail Against Animosity? Country-Of-Origin Effects Contingent on Regulatory Focus", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 823-824 .

Authors

He Jia, Nanjing University, China
Yonggui Wang, University of International Business and Economics, China
Yiren Dong, Nanjing University, China
Guocai Wang, Nanjing University, China



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

Cultivating a Network of Trust: Exploring The Trust Building Agency of Objects in Home Sharing

Marian Makkar, Auckland University of Technology, New Zealand
Drew Franklin, Auckland University of Technology, New Zealand

Read More

Featured

Gossip: How The Relationship With the Source Shapes the Retransmission of Personal Content

Gaia Giambastiani, Bocconi University, Italy
Andrea Ordanini, Bocconi University, Italy
Joseph Nunes, University of Southern California, USA

Read More

Featured

Conducting Consumer-Relevant Research

Jeffrey Inman, University of Pittsburgh, USA
Margaret C. Campbell, University of Colorado, USA
Amna Kirmani, University of Maryland, USA
Linda L Price, University of Oregon, USA

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.