The Impact of Country-of-Origin and Joy on Product Evaluation: A Comparison of Chinese and German Intimate Apparel

Abstract

Abstract Consumer’s differentiated perception and appraisal of a product’s country-of-origin (COO) exerts large influence on perception of the COO-image (COI) and on the perceived product quality. At peripheral information processing COO-Image (COI) provides a basis to ease requirements for information processing in form of heuristics. Most of internationalization literature examines the COO effect with respect to high-involvement products and in context of cognitive processing. However studies from Maheswaran and Chen (2006) point out, that besides cognitive influences, also specific emotions impact on COO-effects. Whereas the influence of negative emotions like anger, sadness or frustration on processing and judgments could be exposed, the issue of positive emotions’ impact still stays open. Since the question should be answered, if emotions impact on COO-Effects, it is emphasized to focus on COO as an affective heuristic operating as a “halo” effect on attitudes towards a product. Because both marketin...