| Author: | Maheswaran, D. |
| Title: | Country of origin as a stereotype: effects of consumer expertise and attribute strength on product evaluations |
| Journal: | Journal of Consumer Research
1994 : SEP, VOL. 21:2, p. 354-365 |
| Index terms: | CONSUMER RESEARCH PRODUCTS EVALUATION |
| Language: | eng |
| Abstract: | This research identifies consumer expertise and the type of attribute information as moderating the effects of country of origin on product evaluations. When attribute information was unambiguous, experts based their evaluations on attribute strength, whereas novices relied on country of origin. When attribute information was ambiguous, both experts and novices used country or origin in evaluations. Theoretical background is given in the paper. |
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