Quotation Halkias, Georgios, Florack, Arnd, Diamantopoulos, Adamantios, Palcu, Johanna. 2021. Eyes Wide Shut? Understanding and Managing Consumers' Visual Processing of Country-of-Origin Cues. British Journal of Management (BJM).


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Abstract

In the context of the on-going debate regarding the relevance of the country of origin (COO) phenomenon and drawing from cue utilization theory as well as research on visual attention, we conduct three eye-tracking experiments that investigate (a) whether consumers naturally detect COO labels, (b) whether such detection influences subsequent behavioural intentions and (c) whether visual attention to COO labels can be externally motivated. Results consistently show that the majority of COO labels on product packages are indeed noticed by consumers. While the effects of COO on behavioural intentions are conditional on the duration of visual attention, dwell times on COO labels, on average, exceed the tipping point necessary to allow such effects. Importantly, whether and for how long COO labels are attended to can be motivated by differentially priming consumers’ competence (vs. warmth)-based judgment goals. Implications of these findings for levering COO cues in marketing strategies are considered.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal British Journal of Management (BJM)
Citation Index SSCI
WU Journalrating 2009 A
WU-Journal-Rating new FIN-A, MAN-A, STRAT-B, WH-A
Language English
Title Eyes Wide Shut? Understanding and Managing Consumers' Visual Processing of Country-of-Origin Cues
Year 2021
Reviewed? Y
URL https://onlinelibrary.wiley.com/doi/10.1111/1467-8551.12545
DOI http://dx.doi.org/10.1111/1467-8551.12545
Open Access Y
Open Access Link https://onlinelibrary.wiley.com/doi/10.1111/1467-8551.12545

Associations

People
Palcu, Johanna (Details)
External
Diamantopoulos, Adamantios (Universität Wien, Austria)
Florack, Arnd (Universität Wien, Austria)
Halkias, Georgios (Universität Wien, Austria)
Organization
Institute for Marketing Management IN (Details)
Competence Center for Experimental Research WE (Details)
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