Quotation Diamantopoulos, Adamantios, Florack, Arnd, Halkias, Georgios, Palcu, Johanna. 2017. Explicit vs. implicit country stereotypes as predictors of product preferences: Insights from the Stereotype Content Model. Journal of International Business Studies JIBS.


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Abstract

Drawing on the stereotype content model (SCM), we investigate the impact of both explicit and implicit country stereotypes on consumer preferences. In Study 1, we show that the competence dimension of the SCM (measured both explicitly and implicitly) drives purchase intention by positively influencing brand affect. In Study 2, we disentangle further the role of explicit and implicit stereotypes and show that explicit judgments of country competence are better predictors of deliberate consumer choices, whereas implicit judgments of country warmth dominate spontaneous choice. Managerially our findings indicate that sole reliance on explicit stereotypes may result in an incomplete picture of consumers’ responses to country-of-origin cues.

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Publication's profile

Status of publication Published
Affiliation External
Type of publication Journal article
Journal Journal of International Business Studies JIBS
Citation Index SSCI
WU Journalrating 2009 A
WU-Journal-Rating new FIN-A, MAN-A+, STRAT-A, VW-C, WH-A
Language English
Title Explicit vs. implicit country stereotypes as predictors of product preferences: Insights from the Stereotype Content Model
Year 2017
Reviewed? Y
URL https://link.springer.com/article/10.1057/s41267-017-0085-9
DOI https://doi.org/10.1057/s41267-017-0085-9
Open Access N

Associations

People
Palcu, Johanna (Details)
External
Diamantopoulos, Adamantios (University of Vienna, Austria)
Florack, Arnd (University of Vienna, Austria)
Halkias, Georgios (University of Vienna, Austria)
Organization
Marketing Management IN (Details)
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