Explicit and Implicit Framing Effects on Product Attitudes When Using Country-of- Origin Cues

Steffen Schmidt; Verena  Batt; Michael Schiessl; Klaus-Peter Wiedmann; Manfred Bruhn

Explicit and Implicit Framing Effects on Product Attitudes When Using Country-of- Origin Cues

Steffen Schmidt
, Verena Batt
, Michael Schiessl
, Klaus-Peter Wiedmann
, Manfred Bruhn

Research output: Contributions to collected editions/works › Published abstract in conference proceedings › Research › peer-review

Abstract

Research, so far, has not dealt with explicit and implicit consumers’ product attitudes and its effects when framing the product with country-of-origin cues. The present paper addresses this research gap by surveying
consumers in Germany. The results provide evidence for an impact of COO cues on both attitude types. A negative effect on explicit attitude was revealed when the domestic product was framed either with a domestic COO branding or foreign COO branding, but by tendency a positive explicit attitude enhancement was identified for both COO branding conditions when framing a foreign product. Regarding implicit attitude, the empirical results also indicate a negative influence of both COO frames for the dome
stic product. However, the impact of a foreign frame on implicit attitude was positive to a moderate degree for the foreign product, while no impact was identified for the domestic frame.

Original language	English
Title of host publication	Innovation and Growth Strategies in Marketing : Conference Proceedings
Number of pages	1
Publisher	University of New South Wales
Publication date	2015
Pages	813
Publication status	Published - 2015
Externally published	Yes
Event	17th Australia and New Zealand Marketing Academy Conference - ANZMAC 2015 : Innovation and Growth Strategies in Marketing - UNSW Business School, Sydney, Australia Duration: 30.11.2015 → 02.12.2015 Conference number: 17 https://www.business.unsw.edu.au/Campaigns-Site/anzmac/Documents/2015-ANZMAC-Conference-Program.pdf

Research areas and keywords

Business psychology
Country-of-Origin
Framing Effect
Explicit Attitude
Implicit Attitude
Product Attitude
Reaction Time Measurement

Cite this

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title = "Explicit and Implicit Framing Effects on Product Attitudes When Using Country-of- Origin Cues",

abstract = "Research, so far, has not dealt with explicit and implicit consumers{\textquoteright} product attitudes and its effects when framing the product with country-of-origin cues. The present paper addresses this research gap by surveying consumers in Germany. The results provide evidence for an impact of COO cues on both attitude types. A negative effect on explicit attitude was revealed when the domestic product was framed either with a domestic COO branding or foreign COO branding, but by tendency a positive explicit attitude enhancement was identified for both COO branding conditions when framing a foreign product. Regarding implicit attitude, the empirical results also indicate a negative influence of both COO frames for the dome stic product. However, the impact of a foreign frame on implicit attitude was positive to a moderate degree for the foreign product, while no impact was identified for the domestic frame. ",

keywords = "Business psychology, Country-of-Origin, Framing Effect, Explicit Attitude, Implicit Attitude, Product Attitude, Reaction Time Measurement ",

author = "Steffen Schmidt and Verena Batt and Michael Schiessl and Klaus-Peter Wiedmann and Manfred Bruhn",

year = "2015",

language = "English",

series = "ANZMAC Conference",

publisher = "University of New South Wales",

pages = "813",

booktitle = "Innovation and Growth Strategies in Marketing",

address = "Australia",

note = "17th Australia and New Zealand Marketing Academy Conference - ANZMAC 2015 : Innovation and Growth Strategies in Marketing, ANZMAC 2015 ; Conference date: 30-11-2015 Through 02-12-2015",

url = "https://www.business.unsw.edu.au/Campaigns-Site/anzmac/Documents/2015-ANZMAC-Conference-Program.pdf",

}

Schmidt, S, Batt, V, Schiessl, M, Wiedmann, K-P & Bruhn, M 2015, Explicit and Implicit Framing Effects on Product Attitudes When Using Country-of- Origin Cues. in Innovation and Growth Strategies in Marketing: Conference Proceedings. ANZMAC Conference, University of New South Wales, pp. 813, 17th Australia and New Zealand Marketing Academy Conference - ANZMAC 2015 , Sydney, Australia, 30.11.15.

Explicit and Implicit Framing Effects on Product Attitudes When Using Country-of- Origin Cues. / Schmidt, Steffen; Batt, Verena ; Schiessl, Michael et al.
Innovation and Growth Strategies in Marketing: Conference Proceedings. University of New South Wales, 2015. p. 813 (ANZMAC Conference).

Research output: Contributions to collected editions/works › Published abstract in conference proceedings › Research › peer-review

TY - CHAP

T1 - Explicit and Implicit Framing Effects on Product Attitudes When Using Country-of- Origin Cues

AU - Schmidt, Steffen

AU - Batt, Verena

AU - Schiessl, Michael

AU - Wiedmann, Klaus-Peter

AU - Bruhn, Manfred

N1 - Conference code: 17

PY - 2015

Y1 - 2015

N2 - Research, so far, has not dealt with explicit and implicit consumers’ product attitudes and its effects when framing the product with country-of-origin cues. The present paper addresses this research gap by surveying consumers in Germany. The results provide evidence for an impact of COO cues on both attitude types. A negative effect on explicit attitude was revealed when the domestic product was framed either with a domestic COO branding or foreign COO branding, but by tendency a positive explicit attitude enhancement was identified for both COO branding conditions when framing a foreign product. Regarding implicit attitude, the empirical results also indicate a negative influence of both COO frames for the dome stic product. However, the impact of a foreign frame on implicit attitude was positive to a moderate degree for the foreign product, while no impact was identified for the domestic frame.

AB - Research, so far, has not dealt with explicit and implicit consumers’ product attitudes and its effects when framing the product with country-of-origin cues. The present paper addresses this research gap by surveying consumers in Germany. The results provide evidence for an impact of COO cues on both attitude types. A negative effect on explicit attitude was revealed when the domestic product was framed either with a domestic COO branding or foreign COO branding, but by tendency a positive explicit attitude enhancement was identified for both COO branding conditions when framing a foreign product. Regarding implicit attitude, the empirical results also indicate a negative influence of both COO frames for the dome stic product. However, the impact of a foreign frame on implicit attitude was positive to a moderate degree for the foreign product, while no impact was identified for the domestic frame.

KW - Business psychology

KW - Country-of-Origin

KW - Framing Effect

KW - Explicit Attitude

KW - Implicit Attitude

KW - Product Attitude

KW - Reaction Time Measurement

M3 - Published abstract in conference proceedings

T3 - ANZMAC Conference

SP - 813

BT - Innovation and Growth Strategies in Marketing

PB - University of New South Wales

T2 - 17th Australia and New Zealand Marketing Academy Conference - ANZMAC 2015

Y2 - 30 November 2015 through 2 December 2015

ER -

Explicit and Implicit Framing Effects on Product Attitudes When Using Country-of- Origin Cues

Abstract

Research areas and keywords

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Cite this