Different from past research on country-of-origin effects that has focused on cognitive factors, this article examines the impact of incidental emotions and cognitive appraisals associated with these emotions on country-of-origin effects. Experiment 1 compared anger and sadness and demonstrated that country of origin influenced evaluations only in the angry (vs. sad) condition where human (vs. situation) control was high. Experiment 2 further identified the effects of agency control using a different emotion, frustration. Based on these observations, this article suggests that, like brands, countries also have equity associated with them, termed nation equity, that has both performance and emotional components. [ABSTRACT FROM AUTHOR]
Marketing | Sales and Merchandising
Journal of Consumer Research
University of Chicago Press
Maheswaran, Durairaj and CHEN, Cathy Yi.
Nation Equity: Incidental Emotions in Country-of-Origin Effects. (2006). Journal of Consumer Research. 33, (3), 370-376. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/654