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Country‐of‐Origin Bias: A Regional Labelling Solution

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40 citations0/0 files storedInternational Marketing Review

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Consumer Behavior in Brand Consumption and Identification Consumer Market Behavior and Pricing Cultural Differences and Values

Abstract

Numerous studies have demonstrated negative US consumer bias towards products originating in foreign countries, especially developing countries. Replicates and extends a study of origin bias in which products were identified as originating in regions rather than specific countries. Identical US‐made products were represented to subjects as being from Africa, Latin America, Asia, or Western Europe. Contrary to earlier findings, Asian‐labelled products were evaluated more favourably than those from other regions and older subjects rated these “non‐US” products more favourably than college‐age subjects. Discusses the potential for using regional labelling to overcome negative biases against developing country products.

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References

1989Country Image: Halo or Summary Construct?1988Country-of-Origin Effects for Uni-National and Bi-National Products 1984Image Variables in Multi-Attribute Product Evaluations: Country-of-Origin Effects 1965Product Bias in the Central American Common Market 2019Journal of International Business Studies 1971Bias Phenomena Attendant to the Marketing of Foreign Goods in the U.S.1985Assessing the Impact of Country of Origin on Product Evaluations: A New Methodological Perspective 1968Elasticity of Product Bias

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2008Analysing risk in sourcing design and manufacture of components and sub-systems to emerging markets 2006The country-of-origin effect on the purchase intention of apparel: opportunities and threats for small firms 2014Country-Of-Origin Bias: A Literature Review and Prescription for the Global World 2006Unravelling country-of-origin : semiotics as a theoretical basis for a meaning-centred approach towards country-of-origin effects 2013Regional and country ethnocentrism: broadening ASEAN origin perspectives

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