Country-of-origin effect: the moderating function of individual difference in information processing

Article Abstract:

Consumers, who are evaluating a foreign product, process the country-of- origin (COO) factor in the individual consumer level. The influences of moderator variables, particularly on the individual consumers' differential sensitivity to COO, should be taken into account first before generalizing on the COO effect. The strong cognitive predisposition of the consumer, for example, will make the consumer evaluate and purchase a product based on its merit. The weak inclination to evaluate and a considerably large amount of data, however, will make the consumer rely on COO factor as a cue.

Consumer preferences, Individual differences, Individual differences (Psychology)

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Cultural closeness as a facet of cultural affinity: a contribution to the theory of psychic distance

Article Abstract:

Cultural affinity and closeness are key elements of the international marketing process, as they create a substantial impact on cross-cultural relationships. A combined analysis conducted on selected practitioners revealed that a moderate level of correlation exists between cultural closeness and consumer preference. Psychic closeness was particularly pronounced between English speaking nations with British culture. Such a result suggests that commonality in language promotes consumer preferences.

Export marketing, Cultural relations

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Product gender perceptions: the case of China

Article Abstract:

The product perceptions of Chinese consumers are studied as a function of gender. Results showed that the Chinese classified products and services as either for males or females depending on the gender of the user while conceiving as androgynous or undifferentiated products which had not yet been tried. The results suggest that marketers should continue to promote gender-differentiated products within their respective markets while creating gender-based images for undifferentiated products.

Sex, Sexual behavior, China, Demographic aspects

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