COUNTRY-OF-ORIGIN EFFECTS
IN CONSUMER PROCESSING
OF ADVERTISING CLAIMS
PRESENTED BY:
JOANA ZHENG - 2796703
MATTHIS VAN DER WAL - 2773252
MARKO DARABOS - 2759520
JENS VAN LEEUWEN - 2781053
AZIZ BAZI - 2778177
MITCHEL FULJHARI - 2756609
CONTENT
01
02
03
04
05
INTRODUCTION
HYPOTHESIS
METHODOLOGY
RESULTS
IMPLICATIONS
06
LINK TO THE LECTURES
07
QUESTIONS
INTRODUCTION
Consumers' perception of a product and its
advertising is influenced by the country of origin
Consumers have access to vast information
How businesses market and advertise
Consumers' awareness of social and
environmental issues
Importance of comprehending this effect
HYPOTHESIS
1A
1B
Products from a country with a relatively
favorable product–country image will be
evaluated more positively than products
from a country that have a relatively
unfavorable product–country image.
The impact of country of origin on
evaluations of an advertised product will
be larger when consumers have a low (as
opposed to a high) level of ad involvement.
HYPOTHESIS
2
3A
3B
When consumers are presented with an ad
for a product from a country with a
relatively favorable product–country image,
product evaluations will be more favorable
when ad involvement is high, than when ad
involvement is low, regardless of the level of
claim favorability.
When consumers are presented with an ad
for a product from a country with a
relatively unfavorable product–country
image, and this ad contains claims that are
moderately favorable, product evaluations
will be more favorable when ad involvement
is high, than when ad involvement is low.
When consumers are presented with an ad for
a product from a country with a relatively
unfavorable product–country image, and this
ad contains claims that are extremely
favorable, product evaluations will not be more
favorable when ad involvement is high,
than when ad involvement is low
METHOD
The Netherlands was a major exporter of fruit and
vegetables, with an export value of 5.7 billion euros in
2002. About 40% was exported to Germany, rendering it
by far the most important export market for Dutch fruits
and vegetables.
METHOD
Dutch tomatoes: tasteless, watery and artificial
Spanish tomatoes: natural, sun-ripened produce,
good taste and aroma
METHOD
813 questionnaires were filled out completely and
properly (54%).
106
questionnaires
deleted
because
of
respondents who had indicated that they knew
nothing about Dutch or Spanish tomatoes.
The remaining 707 respondents were more or less
evenly distributed across the eight cells in the
design.
METHOD
"Spania"
vs
"Hollandia"
RESULTS
hypothesis 1a
Data in figure 3 supports hypothesis 1a
Dependent variables revealed significant main effects
of country of origin
positive difference between consumers’ evaluations
hypothesis 1b
significant interactions between country of origin and
ad involvement
Differences in mean scores: 16.9 and 9.9
results show that the country-of-origin effect is
smaller when ad involvement is high
RESULTS
hypothesis 2
Data indicate that the main effect of ad involvement
was not significant for either of the measures
Absence of an effect of ad involvement for Spanish
tomatoes advertised with extremely favorable claims
Prior images of Spanish tomatoes were so favorable
that they were not affected by extremely favorable
claims
The moderately favorable claims led to a downward
adjustment of the evaluation.
RESULTS
hypothesis 3a
Evaluations of Dutch tomatoes advertised
with moderately favorable claims more
favorable under high involvement
hypothesis 3b
For Dutch tomatoes advertised with
extremely favorable claims we found no
effect of ad involvement
Shown in figure below
IMPLICATIONS
Country of origin strongly influences credibility and
information processing - > product evaluation
Unfavorable country
image
High ad involvement with moderately
favorable claims are bad for product evaluations
High ad involvement with extremely
favorable claims are no effect of product evaluations , probaly
because certain quality is already expected
Extremely favorable claims over moderately favorable, if
moderately favorable claims are done there could be a
suspected case of ''underclaiming''
Moderately favorable claims over extremely favorable claims
since credibility is low, customers would distrust extremely
favorable claims more
Low ad involvement since customers take the ad at face
value then and won't to a lot of research
Favorable country
image
FUTURE RESEACH
Test other variables
that influence
information
processing like time
pressure, product
expertise and
repeated exposure
with country image to
see how they affect
each other
Do similair research
with different
products that have
different attributes to
see if the gave the
same results.
Do more research on
the effects
specifically of under
and overclaiming
CONNECTING TO THE
LECTURES
Influence on consumer perceptions
Effective communication strategies
Cultural factors in consumer behavior
Branding and product development strategies
QUESTIONS
Voting code: 7668 9980
THANK FOR
YOUR
ATTENTION