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Explicit and Implicit Country Stereotypes of Consumers

Extant country-of-origin (COO) research lacks strong theory, assumes only reflecting thinking on the part of consumers, and relies invariably on explicit (direct) measurement of country stereotypes. The proposed project integrates Fiske et al.’s (2002) stereotype content model (SCM) with Strack and Deutsch’s (2004) reflective-impulsive model (RIM) into a unifying conceptual framework which is subsequently used to study the impact of both explicitly- and implicitly-assessed country stereotypes on consumer emotions and behavior. Based on a series of complementary studies – both survey- and experimentally-based – it seeks to offer detailed insights into (a) the degree of and reasons for the convergence/divergence of explicitly- and implicitly-measured country stereotypes, (b) the relative influence of such stereotypes on deliberate vs. spontaneous purchase decisions, (c) the role of implicit country stereotypes in steering consumers’ attention and (automatic) approach impulses, (d) the mediating effects of (positive and negative) emotions on the stereotype-behavior relationship, and (e) the relative predictive validity of explicitly- and implicitly-measured country stereotypes with respect to a wide range of behavioral outcomes. The project findings are expected to substantially advance both COO theory and stereotyping theory as well as generate several implications relevant for practice.


Institut für Betriebswirtschaftslehre
Lehrstuhl für Internationales Marketing

Oskar-Morgenstern-Platz 1
1090 Wien
T: + 43-1-4277-38032
F: +43-1-4277-38034
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