The Influence of Country of Origin Cues on Product Evaluation: Evidence from Swiss and German Consumers

This study aimed to investigate the influence of visual symbols on the perception and evaluation of two fictitious products as well as the effect of demographic characteristics (nationality) on consumers’ evaluations. A sample of 373 participants was split into two groups and two experimen...

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Autores principales: Visbal,Olga, Herrera-Mendoza,Ketty, Orozco-Acosta,Erick, Herzberg,Markus
Lenguaje:English
Publicado: Universidad Alberto Hurtado. Facultad de Economía y Negocios 2017
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Acceso en línea:http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-27242017000200003
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spelling oai:scielo:S0718-272420170002000032017-08-10The Influence of Country of Origin Cues on Product Evaluation: Evidence from Swiss and German ConsumersVisbal,OlgaHerrera-Mendoza,KettyOrozco-Acosta,ErickHerzberg,Markus visual symbols country of origin Swiss symbols product evaluation product perception This study aimed to investigate the influence of visual symbols on the perception and evaluation of two fictitious products as well as the effect of demographic characteristics (nationality) on consumers’ evaluations. A sample of 373 participants was split into two groups and two experimental conditions (products with Swiss symbols and products without Swiss symbols). One group of participants rated the packaging without a Swiss flag and the other one rated the same packaging with a Swiss flag. A semantic differential scale and the Self-Assessment Manikin (SAM) were used to assess attitudes toward the products. Results confirm that there are differences between the two independent groups and that nationality has an effect on product perception and evaluation. Visual symbols such as a country flag can lead to a better product perception and evaluation. Finally, implications for research are discussed.info:eu-repo/semantics/openAccessUniversidad Alberto Hurtado. Facultad de Economía y NegociosJournal of technology management & innovation v.12 n.2 20172017-01-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-27242017000200003en10.4067/S0718-27242017000200003
institution Scielo Chile
collection Scielo Chile
language English
topic visual symbols
country of origin
Swiss symbols
product evaluation
product perception
spellingShingle visual symbols
country of origin
Swiss symbols
product evaluation
product perception
Visbal,Olga
Herrera-Mendoza,Ketty
Orozco-Acosta,Erick
Herzberg,Markus
The Influence of Country of Origin Cues on Product Evaluation: Evidence from Swiss and German Consumers
description This study aimed to investigate the influence of visual symbols on the perception and evaluation of two fictitious products as well as the effect of demographic characteristics (nationality) on consumers’ evaluations. A sample of 373 participants was split into two groups and two experimental conditions (products with Swiss symbols and products without Swiss symbols). One group of participants rated the packaging without a Swiss flag and the other one rated the same packaging with a Swiss flag. A semantic differential scale and the Self-Assessment Manikin (SAM) were used to assess attitudes toward the products. Results confirm that there are differences between the two independent groups and that nationality has an effect on product perception and evaluation. Visual symbols such as a country flag can lead to a better product perception and evaluation. Finally, implications for research are discussed.
author Visbal,Olga
Herrera-Mendoza,Ketty
Orozco-Acosta,Erick
Herzberg,Markus
author_facet Visbal,Olga
Herrera-Mendoza,Ketty
Orozco-Acosta,Erick
Herzberg,Markus
author_sort Visbal,Olga
title The Influence of Country of Origin Cues on Product Evaluation: Evidence from Swiss and German Consumers
title_short The Influence of Country of Origin Cues on Product Evaluation: Evidence from Swiss and German Consumers
title_full The Influence of Country of Origin Cues on Product Evaluation: Evidence from Swiss and German Consumers
title_fullStr The Influence of Country of Origin Cues on Product Evaluation: Evidence from Swiss and German Consumers
title_full_unstemmed The Influence of Country of Origin Cues on Product Evaluation: Evidence from Swiss and German Consumers
title_sort influence of country of origin cues on product evaluation: evidence from swiss and german consumers
publisher Universidad Alberto Hurtado. Facultad de Economía y Negocios
publishDate 2017
url http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-27242017000200003
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