Regional Anchoring as a Selection Criterion for Compulsory Health Insurance

If consumers do not have access to all relevant information for the purchase decision process and/or if it is necessary to reduce a massive amount of information, consumers base their often simplified buying decision on key data. The paper shows the cognitive and affective importance of regional anchoring as a key information factor in selecting a form of compulsory health insurance (CHI). The perceived regional anchoring of a CHI has a positive influence on the overall image of a CHI and on resulting customer preferences. These influences are further supported by the customer’s ethnocentricity. However, the customer’s attitude towards a region influences neither the image of a CHI nor the preference for a CHI. To influence the customer’s perceived regional anchoring of a CHI positively, the most effective marketing instruments are seminars/workshops on physical exercise options in the region, advertising with typical regional pictures, and offering a regional expert hotline.

[1]  Nicolas Papadopoulos,et al.  Effects of subcultural differences on country and product evaluations , 2003 .

[2]  A. H. Brayfield,et al.  AN INDEX OF JOB SATISFACTION , 1951 .

[3]  Amin Akhavan Tabassi,et al.  Training, motivation, and performance: The case of human resource management in construction projects in Mashhad, Iran , 2009 .

[4]  A. d’Astous,et al.  Comparison of country of origin effects on household and organizational buyers′ product perceptions , 1995 .

[5]  B. Bai,et al.  Job Satisfaction, Organizational Commitment, and Internal Service Quality , 2006 .

[6]  S. Hibbert,et al.  Is the Country of Origin the Fifth Element in the Marketing Mix of Imported Wine? , 2004 .

[7]  Richard N.S. Robinson,et al.  Developing a framework for understanding the impact of deskilling and standardisation on the turnover and attrition of chefs , 2007 .

[8]  M. Kozak,et al.  An Investigation of Factors Affecting Job Satisfaction , 2007 .

[9]  M. Roth,et al.  Matching Product Catgeory and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects , 1992 .

[10]  Pao-Long Chang,et al.  A study of career needs, career development programs, job satisfaction and the turnover intentions of R&D personnel , 2004 .

[11]  Cheryl Burke Jarvis,et al.  A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research , 2003 .

[12]  E. Bruning.  Country of origin, national loyalty and product choice , 1997 .

[13]  Dan S. Chiaburu,et al.  Individual and contextual influences on multiple dimensions of training effectiveness , 2005 .

[14]  Subhash Sharma,et al.  Brand origin recognition accuracy: its antecedents and consumers’ cognitive limitations , 2005 .

[15]  W. Bilkey,et al.  Country-of-Origin Effects on Product Evaluations , 1982 .

[16]  Attila Yaprak,et al.  Assessing the Influence of Country of Origin on Product Evaluations:: An Application of Conjoint Methodology , 1993 .

[17]  Celia V. Harquail,et al.  Organizational images and member identification. , 1994 .

[18]  Joseph A. Petrick,et al.  Global leadership skills and reputational capital: Intangible resources for sustainable competitive advantage , 1999 .

[19]  J. Pfeffer.  Seven Practices of Successful Organizations , 1998 .

[20]  Julie M. Pharr.  Synthesizing Country-of-Origin Research from the Last Decade: Is the Concept Still Salient in an Era of Global Brands? , 2005 .

[21]  Johny K. Johansson,et al.  Negative Country-of-Origin Effects: The Case of the New Russia , 1994 .

[22]  Peeter W. J. Verlegh,et al.  A review and meta-analysis of country-of-origin research , 1999 .

[23]  D. Maheswaran,et al.  Determinants of Country-of-Origin Evaluations , 2000 .

[24]  A. Walmsley.  Assessing staff turnover: a view from the English Riviera , 2004 .

[25]  Bob D. Cutler,et al.  At your service!Does country of origin research apply to services? , 2001 .

[26]  Mary A. Gowan,et al.  Corporate Image, Recruitment Image And Initial Job Choice Decisions , 1993 .

[27]  P. Kotler,et al.  A framework for marketing image management. , 1991, Sloan management review.

[28]  Kendall Roth,et al.  Does Subculture Within a Country Matter? A Cross-Cultural Study of Motivational Domains and Business Performance in Brazil , 2001 .

[29]  Nicholas J. Ashill,et al.  An Exploratory Study into the Impact of Components of Brand Equity and Country of Origin Effects on Purchase Intention , 2004 .

[30]  Michael J. Kavanagh,et al.  Applying Trained Skills on the Job: The Importance of the Work Environment , 1995 .

[31]  J. Slaughter,et al.  ASSESSING COMPANY EMPLOYMENT IMAGE: AN EXAMPLE IN THE FAST FOOD INDUSTRY , 1999 .

[32]  Robert J. Drummond,et al.  Job Satisfaction and Work Values , 1991 .

[33]  S. Chaiken.  Heuristic versus systematic information processing and the use of source versus message cues in persuasion. , 1980 .

[34]  Hanjoon Lee,et al.  The Relative Effects of Price, Warranty and Country of Origin on Consumer Product Evaluations , 1993 .

[35]  Kyuhwan Choi.  A Structural Relationship Analysis of Hotel Employees' Turnover Intention , 2006 .

[36]  Gary Dessler,et al.  How to earn your employees' commitment , 1999 .

[37]  Mark J. Arnold,et al.  Executive Insights: Exploring the Practical Effects of Country of Origin, Animosity, and Price–Quality Issues: Two Case Studies of Taiwan and Acer in China , 2005 .

[38]  Matthew T.G. Meulenberg,et al.  Country-of-origin effects in consumer processing of advertising claims , 2005 .

[39]  L. J. Harrison‐Walker.  The relative effects of national stereotype and advertising information on the selection of a service provider: an empirical study , 1995 .

[40]  Winston Bennett,et al.  A META-ANALYSIS OF THE RELATIONS AMONG TRAINING CRITERIA , 1997 .

[41]  Jean-Claude Usunier.  Relevance in business research: the case of country‐of‐origin research in marketing , 2006 .

[42]  C. Fombrun,et al.  What's in a Name? Reputation Building and Corporate Strategy , 1990 .

[43]  F. J. Smith,et al.  Putting the customer second , 2005 .

[44]  A. Diamantopoulos,et al.  Advancing the country image construct , 2009 .

[45]  A. d’Astous,et al.  The impact of technological complexity on consumers’ perceptions of products made in highly and newly industrialised countries , 2002 .

[46]  D. Maheswaran,et al.  Country of Origin as a Stereotype: Effects of Consumer Expertise and Attribute Strength on Product Evaluations , 1994 .

[47]  M. Thakor,et al.  Effect of perceived brand origin associations on consumer perceptions of quality , 2003 .

[48]  Pascale G. Quester,et al.  Consumer‐based brand equity and country‐of‐origin relationships: Some empirical evidence , 2006 .

[49]  A. Pecotich,et al.  The impact of country of origin in the retail service context , 1996 .

[50]  M. Baker,et al.  Country of origin effects: a literature review , 1998 .

[51]  C. Okechuku.  The Importance of Product Country of Origin , 1994 .

[52]  Victor V. Cordell.  Competitive context and price as moderators of country of origin preferences , 1991 .

[53]  R. Peterson,et al.  A Meta-Analysis of Country-of-Origin Effects , 1995 .

[54]  David M. Woisetschläger,et al.  The effects of country of origin and corporate reputation on initial trust: An experimental evaluation of the perception of Polish consumers , 2008 .

[55]  James L. Price,et al.  Reflections on the determinants of voluntary turnover , 2001 .

[56]  Johny K. Johansson,et al.  Determinants and Effects of the Use of ″Made in″ Labels , 1989 .

[57]  D. Maheswaran,et al.  Nation Equity: Incidental Emotions in Country-of-Origin Effects , 2006 .

[58]  Ian Phau,et al.  Conceptualizing the country of origin of brand , 2000 .