Recent Publications

Eyes Wide Shut? Understanding and Managing Consumers’ Visual Processing of Country-of-Origin Cues

Author(s)
Georgios Halkias, Arnd Florack, Adamantios Diamantopoulos, Johanna Palcu
Abstract

In the context of the on-going debate regarding the relevance of the country of origin (COO) phenomenon and drawing from cue utilization theory as well as research on visual attention, we conduct three eye-tracking experiments that investigate (a) whether consumers naturally detect COO labels, (b) whether such detection influences subsequent behavioural intentions and (c) whether visual attention to COO labels can be externally motivated. Results consistently show that the majority of COO labels on product packages are indeed noticed by consumers. While the effects of COO on behavioural intentions are conditional on the duration of visual attention, dwell times on COO labels, on average, exceed the tipping point necessary to allow such effects. Importantly, whether and for how long COO labels are attended to can be motivated by differentially priming consumers’ competence (vs. warmth)-based judgment goals. Implications of these findings for levering COO cues in marketing strategies are considered.

Organisation(s)
Department of Occupational, Economic and Social Psychology, Department of Marketing and International Business
External organisation(s)
Technische Universität München, Wirtschaftsuniversität Wien (WU)
Journal
British Journal of Management
Volume
33
Pages
1432-1446
No. of pages
15
ISSN
1045-3172
DOI
https://doi.org/10.1111/1467-8551.12545
Publication date
09-2021
Peer reviewed
Yes
Austrian Fields of Science 2012
501021 Social psychology, 502052 Business administration, 502019 Marketing
Keywords
ASJC Scopus subject areas
Business, Management and Accounting(all), Management of Technology and Innovation, Strategy and Management
Portal url
https://ucris.univie.ac.at/portal/en/publications/eyes-wide-shut-understanding-and-managing-consumers-visual-processing-of-countryoforigin-cues(3b36fe5a-e463-4e96-adda-0a24e2bce390).html