Faculty Publications

Title

The influence of worldmindedness and nationalism on consumer evaluation of domestic and foreign products

Document Type

Article

Keywords

Consumers, Evaluation, Labelling, Products

Journal/Book/Conference Title

International Marketing Review

Volume

13

Issue

2

First Page

20

Last Page

38

Abstract

When countries differ in the perceived quality of their products, country-of-origin (CO) labelling influences consumer choice. While the influence of nationalism on perceived quality has been well documented in the literature, the effect of worldmindedness has not been examined in this context. Primarily explores the role of worldmindedness in product quality perception. Confirms the impact of CO and nationalism on product evaluation. In studying 593 Austrian consumers, the research finds the effect of CO is moderated by the characteristics of consumer groups. Reveals that the effect of worldmindedness on product evaluation is enhanced for foreign products and is diminished for domestic products, however, the impact of nationalism on product evaluation is enhanced for domestic products and is diminished for foreign products. Suggests promotional and positioning implications for targeting both groups. © 1996, MCB UP Limited

Original Publication Date

4-1-1996

DOI of published version

10.1108/02651339610115746

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