Effects of Country-of-Origin and Product-Attribute Information on Product Evaluation: An Information Processing Perspective
Sung‐Tai Hong, Robert S. Wyer · Journal of Consumer Research · 1989
Four hypotheses were raised concerning the cognitive processes underlying the effects of country-of-origin and specific attribute information on product evaluation. The country of origin not only had a direct influence on product evaluations, but also appeared to stimulate subjects to think more extensively about other product attribute information, augmenting the latter's effect. Hypotheses concerning the influence of country of origin on the interpretation of other product information, the use of country of origin as a heuristic basis for judgments, and the influence of information presentation order were less able to account for the phenomena observed.