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Country-of-origin misclassification awareness and consumers’ behavioral intentions

62 citations0/0 files storedInternational Marketing Review

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

Purpose Extant research shows that consumers regularly misclassify country-of-origin (COO) associated with brands. The purpose of this paper is to examine changes in behavioral intentions (i.e. purchase intentions for self and others and brand judgments) when consumers are made aware that they have misclassified the COO and then are informed of the brand’s correct origin. Drawing on cognitive dissonance theory, the authors also explore the moderating roles of consumer affinity, animosity, and product knowledge. Design/methodology/approach Two experiments test the direct and moderating effects of COO misclassification awareness on behavioral intentions. Findings The findings show detrimental effects of misclassification on behavioral intentions when consumers have high affinity with misclassified COO. Moreover, the experiments demonstrate a significantly greater decrease in behavioral intentions among experts than novices in the low-affinity condition and the reverse effect in the high-affinity condition. Practical implications The negative effects of COO misclassification on consumer behavioral intentions highlight the need for managers to proactively avoid misclassification. The findings should also aid managers in developing responsive marketing campaigns that consider consumer affinity, animosity, and level of product knowledge. Originality/value This research is the first to compare consumer behavioral responses before and after COO misclassification awareness. The study demonstrates that cognitive dissonance underpins the process of misclassification. It also contributes to COO literature by examining the interaction of consumer affinity and animosity with product knowledge and their influence on consumer behavior in the case of COO misclassification.

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References

2017A Theory of Cognitive Dissonance 1988The Psychology of Self-Affirmation: Sustaining the Integrity of the Self 1981Social Judgment: Assimilation and Contrast Effects in Communication and Attitude Change 1998The Animosity Model of Foreign Product Purchase: An Empirical Test in the People's Republic of China 1989Country Image: Halo or Summary Construct?1994On the motivational nature of cognitive dissonance: Dissonance as psychological discomfort.1988The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations 1994Country of Origin as a Stereotype: Effects of Consumer Expertise and Attribute Strength on Product Evaluations

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