Country-of-origin effects on consumer product evaluations

Research output: PhD ThesisPhD Thesis - Research external, graduation externalAcademic

Abstract

This thesis aims to gain a better understanding of the influence of the country-of-origin of products on consumers' product evaluation. A literature study and meta-analysis reveal a multitude of ways in which country-of-origin can influence product evaluations. The country-of-origin has a significant influence on consumers' product evaluations. The fact that consumers generally favor products from their own country to foreign products is linked to the motives consumer etnocentrism (the wish to support the local economy) and national identification (the need for a positive image of own country and people). These two motives influence product evaluation independently. The influence of country images (the ideas and feelings of consumers about a certain country) on product evaluation is demonstrated. Furthermore the interactions between the country-of-origin and other productinformation was investigated. The country-of-origin is both viewed as productinformation as well as a reference standard in comparison to which other information in an advertisement is interpreted. The thesis concludes that the research has shown that the country-of-origin can be a useful tool in the market positioning of products.
Original languageEnglish
QualificationPhD
Awarding Institution
  • Wageningen University
Place of Publicationthe Netherlands (Wageningen)
Publisher
Publication statusPublished - 2001

Fingerprint

Product evaluation
Consumer products
Country of origin
Country of origin effects
Country image
Interaction
Meta-analysis
Local economy
Positioning

Keywords

  • country-of-origin, consumer, product evaluation, e

Cite this

Verlegh, P. W. J. (2001). Country-of-origin effects on consumer product evaluations. the Netherlands (Wageningen): Wageningen University.
Verlegh, Peeter W J. / Country-of-origin effects on consumer product evaluations. the Netherlands (Wageningen) : Wageningen University, 2001. 1 p.
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Verlegh, PWJ 2001, 'Country-of-origin effects on consumer product evaluations', PhD, Wageningen University, the Netherlands (Wageningen).

Country-of-origin effects on consumer product evaluations. / Verlegh, Peeter W J.

the Netherlands (Wageningen) : Wageningen University, 2001. 1 p.

Research output: PhD ThesisPhD Thesis - Research external, graduation externalAcademic

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N2 - This thesis aims to gain a better understanding of the influence of the country-of-origin of products on consumers' product evaluation. A literature study and meta-analysis reveal a multitude of ways in which country-of-origin can influence product evaluations. The country-of-origin has a significant influence on consumers' product evaluations. The fact that consumers generally favor products from their own country to foreign products is linked to the motives consumer etnocentrism (the wish to support the local economy) and national identification (the need for a positive image of own country and people). These two motives influence product evaluation independently. The influence of country images (the ideas and feelings of consumers about a certain country) on product evaluation is demonstrated. Furthermore the interactions between the country-of-origin and other productinformation was investigated. The country-of-origin is both viewed as productinformation as well as a reference standard in comparison to which other information in an advertisement is interpreted. The thesis concludes that the research has shown that the country-of-origin can be a useful tool in the market positioning of products.

AB - This thesis aims to gain a better understanding of the influence of the country-of-origin of products on consumers' product evaluation. A literature study and meta-analysis reveal a multitude of ways in which country-of-origin can influence product evaluations. The country-of-origin has a significant influence on consumers' product evaluations. The fact that consumers generally favor products from their own country to foreign products is linked to the motives consumer etnocentrism (the wish to support the local economy) and national identification (the need for a positive image of own country and people). These two motives influence product evaluation independently. The influence of country images (the ideas and feelings of consumers about a certain country) on product evaluation is demonstrated. Furthermore the interactions between the country-of-origin and other productinformation was investigated. The country-of-origin is both viewed as productinformation as well as a reference standard in comparison to which other information in an advertisement is interpreted. The thesis concludes that the research has shown that the country-of-origin can be a useful tool in the market positioning of products.

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Verlegh PWJ. Country-of-origin effects on consumer product evaluations. the Netherlands (Wageningen): Wageningen University, 2001. 1 p.