Explicit and Implicit Country-of-Origin Stereotypes: Using the Stereotype Content Model to Predict Consumer Responses

Author(s)

Georgios Halkias, Arnd Florack, Adamantios Diamantopoulos, Johanna Palcu

Abstract

This paper applies the Stereotype Content Model (SCM) employing both explicit and implicit measures to investigate how a brand’s country-of-origin (COO) influences consumer responses. An empirical study with six well-known brands from different product categories and different countries shows that the SCM can be a valid theoretical framework for assessing COO effects, using both explicit and implicit measures. The results support the notion that the warmth dimension of the SCM precedes the competence dimension, which then has a positive effect on purchase intention through perceptions
of higher quality and more positive brand affect. Implicit stereotype measures are found to contribute independently to the explicit ones and to explain unique variance in the outcome variables. The implications of the findings are discussed and future research direction are identified.

Organisation(s)

Department of Accounting, Innovation and Strategy, Department of Occupational, Economic and Social Psychology, Department of Cognition, Emotion, and Methods in Psychology

Publication date

2015

Peer reviewed

Yes

Austrian Fields of Science 2012

502052 Business administration

Keywords

Portal url

https://ucris.univie.ac.at/portal/en/publications/explicit-and-implicit-countryoforigin-stereotypes-using-the-stereotype-content-model-to-predict-consumer-responses(0fafc27f-6d20-41e4-9161-4862829378c9).html