Do demographics have an impact on country of origin effects?

Abstract

The article discusses the potential impact of consumers' age, socio‐economic group, and sex on the magnitude of country of origin effects for lager and sparkling wine and presents the results of an empirical study into the subject. It is found that older consumers show stronger country of origin effects, which may be due to a generally stronger reliance of older people on broader mental categories, in order to compensate for a decrease in working memory. Socio‐economic groups AB are found to show stronger country of origin effects for sparkling wine, whereas socio‐economic groups C1C2 show stronger country of origin effects for lager. This may be related to relative differences in consumption patterns and expertise for the studied products between the two groups. Sex is not found to have any impact on the magnitude of country of origin effects in this study.