The “Common Good” Phenomenon in Country of Origin Effects

The “common good” phenomenon describes that products share positive attributes, but are distinguished according to negative attributes. In three studies, we demonstrate that this phenomenon applies to products from different product categories and countries, and show that it decreases the differentiating power of favorable country of origin labels.


Martin Egger, Arnd Florack, Adamantios Diamantopoulos, and Georgios Halkias (2020) ,"The “Common Good” Phenomenon in Country of Origin Effects", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1192-1192.


Martin Egger, University of Vienna, Austria
Arnd Florack, University of Vienna, Austria
Adamantios Diamantopoulos, University of Vienna, Austria
Georgios Halkias, University of Vienna, Austria


NA - Advances in Consumer Research Volume 48 | 2020

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