Emotions Generated by Country Stereotypes: A Facial Coding Approach
- Autor(en)
- Lorena Gomez Diaz, Adamantios Diamantopoulos
- Abstrakt
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(en)
- Institut für Rechnungswesen, Innovation und Strategie
- Externe Organisation(en)
- Universität Wien
- Publikationsdatum
- 2016
- Peer-reviewed
- Ja
- ÖFOS 2012
- 502052 Betriebswirtschaftslehre
- Schlagwörter
- Sustainable Development Goals
- SDG 12 – Nachhaltige/r Konsum und Produktion
- Link zum Portal
- https://ucris.univie.ac.at/portal/de/publications/emotions-generated-by-country-stereotypes-a-facial-coding-approach(ccf25eb1-c67f-4569-b669-75ed49d5b8f9).html