Ais It a Foreign Product?@ a Scale to Classify Products in an Era of Globalization

ABSTRACT - This paper defines foreign product competence as a base to classify products in an era of globalization. Foreign product competence is the knowledge required to adopt foreign products. It includes three dimensions: (1) product cultural uniqueness, (2) language, and (3) change behavior. Foreign product competence is the antecedent of expertise and the affective involvement. It indirectly influences attitude. However, foreign product competence is not related to the cognitive involvement. The scale distinguishes those products perceived as foreign from those perceived as non-foreign. The scale’s managerial implications are discussed.


Jufei Kao (2004) ,"Ais It a Foreign Product?@ a Scale to Classify Products in an Era of Globalization", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 674-682.


Jufei Kao, The City University of New York


NA - Advances in Consumer Research Volume 31 | 2004

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