The Role of Involvement in Country-of-Origin Effects on Product Evaluation

Abstract Past research on country-of-origin (COO) effects has largely focused on the general effects of the phenomena, with little attention to differences in individual factors and decision content. This study seeks to understand under what conditions COO is effective. In particular, this study investigates how situational and enduring involvement impact on the processing of product information containing COO cues. Results from this study suggest that situational involvement moderates the effect of COO cue on product evaluation. More importantly, situational involvement as a moderator is qualified when individuals are high in enduring involvement. Findings from this study support the notion that pre-existing level of enduring involvement tends to magnify the effect of situational involvement.

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