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| Author: | Lotz, S. L. Hu, M. Y. |
| Title: | Diluting Negative Country of Origin Stereotypes: A Social Stereotype Approach |
| Journal: | Journal of Marketing Management
2001 : FEB, VOL. 17:1-2, p. 105-136 |
| Index terms: | SOCIETY CUSTOMERS MARKETING INTERNATIONAL MARKETING |
| Language: | eng |
| Abstract: | This study empirically tests whether theories from the social stereotype change literature, known as subtyping and conversion theories, are effective in diluting consumers' negative country-of-origin stereotypes. Additionally, it examines the specific conditions under which dilution may take place. Two experiments were conducted utilizing mall intercept methodologies in the United States. Evidence suggests that conversion theory is an effective COO stereotype change agent. The results imply that international marketers may be able to reduce negative country-of-origin beliefs merely through exposing their consumers, under particular conditions, to disconfirming product information. |
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