Emotions Generated by Country Stereotypes: A Facial Coding Approach

Author(s)

Lorena Gomez Diaz, Adamantios Diamantopoulos

Abstract

Using a facial coding system to measure emotions implicitly, this study aims at investigating their role in country stereotyping and examining their impact on
consumer behavior. The theoretical background of emotions in a Country of Origin context is also refined using cognitive appraisal theories together with a basic emotion approach in order to provide insights into how implicitly-assessed emotions mediate country stereotypes and consumer behavior. An experimental pilot study was conducted in which three behavioral outcomes (brand attitude, purchase intentions and willingness to pay) were correlated with six implicitly measured emotions (surprise, puzzlement, disgust, fear, sadness and happiness). All behavioral outcomes showed significant results, indicating
that there is an effect of the influence of implicitly measured emotions on consumer behavior triggered by country stereotypes. Implications of the findings as well as future steps of the research are identified.

Organisation(s)

Department of Accounting, Innovation and Strategy

Publication date

2016

Peer reviewed

Yes

Austrian Fields of Science 2012

502052 Business administration

Keywords

Sustainable Development Goals

SDG 12 - Responsible Consumption and Production

Portal url

https://ucrisportal.univie.ac.at/en/publications/emotions-generated-by-country-stereotypes-a-facial-coding-approach(ccf25eb1-c67f-4569-b669-75ed49d5b8f9).html