Consumers' processing mindset as a moderator of the effect of country-of-origin product stereotype

Chen Yang1, Haizhong Wang2, Ke Zhong2
1Department of Marketing, South China University of Technology, People’s Republic of China
2Department of Marketing, Sun Yat-sen University, People’s Republic of China
Cite this article:  Yang, C., Wang, H., & Zhong, K. (2015). Consumers' processing mindset as a moderator of the effect of country-of-origin product stereotype. Social Behavior and Personality: An international journal, 43(8), 1371-1384.

Volume 43 Issue 8 | e4595 | Published: September 2015 | DOI: https://doi.org/10.2224/sbp.2015.43.8.1371–1384

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In 2 studies we investigated the relationship between consumers’ processing mindset and the effect of a stereotype about developing countries as the country of origin (COO) of a product. Participants were 61 Chinese undergraduate students in Study 1 and 104 Chinese undergraduate students in Study 2. We found (Study 1) that, relative to a global processing mindset, inducing a local processing mindset effectively decreased negative effects of COO associated with a product made in a developing country. However, we found (Study 2) that the ethnicity of a product made in a developed country interacted with processing mindset. When the participants’ perception of the ethnicity of the product was favorable (e.g., a Swiss watch), those participants who were utilizing a global processing mindset were less likely to have a negative perception about COO than were those who were utilizing a local processing mindset. These findings show an effective way of weakening negative COO effect of developing countries in different conditions.

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