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Effect of country-of - targeting on product evaluations

Conference Paper


Abstract


  • Given the pervasiveness of multilanguage product descriptions on product packaging, we introduce and test the concept of country-of-targeting (COT) effect. We suggest that after controlling for the country-of-origin effect, the effect of perceived COT will affect product evaluations. . Two studies were designed to examine the COT effect. In the first study, perceptions about country-of-origin and the country-of-targeting were measured. In the second study, the country-of-origin will be held constant and the country-of-targeting will be manipulated. The results of Study 1 show support for the COT effect.

Authors


  •   Gopinath, Mahesh (external author)
  •   Glassman, Mike (external author)
  •   Tam, Leona

Publication Date


  • 2008

Citation


  • Gopinath, M., Tam, L. & Glassman, M. (2008). Effect of country-of - targeting on product evaluations. Advances in Consumer Research Volume 35 (pp. 1000-1001). Dultuth, MN: Association for Consumer Research.

Start Page


  • 1000

End Page


  • 1001

Abstract


  • Given the pervasiveness of multilanguage product descriptions on product packaging, we introduce and test the concept of country-of-targeting (COT) effect. We suggest that after controlling for the country-of-origin effect, the effect of perceived COT will affect product evaluations. . Two studies were designed to examine the COT effect. In the first study, perceptions about country-of-origin and the country-of-targeting were measured. In the second study, the country-of-origin will be held constant and the country-of-targeting will be manipulated. The results of Study 1 show support for the COT effect.

Authors


  •   Gopinath, Mahesh (external author)
  •   Glassman, Mike (external author)
  •   Tam, Leona

Publication Date


  • 2008

Citation


  • Gopinath, M., Tam, L. & Glassman, M. (2008). Effect of country-of - targeting on product evaluations. Advances in Consumer Research Volume 35 (pp. 1000-1001). Dultuth, MN: Association for Consumer Research.

Start Page


  • 1000

End Page


  • 1001