Contingency and contextual issues of ethnocentrism-pitched advertisements: a cross-national comparison

Article Abstract:

Evidence shows that ethnocentrism-pitched advertisements are effective among consumers who perceive a high level of foreign threat. In a study of consumers from Australia and India, it was found that the effectiveness of ethnocentrism-pitched advertisements differs significantly by consumer perceptions of foreign threat and quality evaluations about domestic products. Thus, while ethnocentrism-pitched advertisements are effective in countries where consumers perceive a high level of foreign threat, they do not work in countries where consumers perceive a low level of threat.

Advertising, Advertising and Related Services, Consumer Behavior, Consumer Advertising, Economic aspects, International aspects, Ethnocentrism

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An empirical investigation of consumer perceptions of "made in USA" claims

Article Abstract:

Marketing research on country of origin claims have been limited to empirical studies with college students and much less on consumer attitudes. An analysis of consumers' attitudes toward 'made in USA' claims is presented using 400 adult consumers who were shown printed advertisements of an electronic typewriter and a bicycle. Half of the samples carried 'made in USA' claims. Results show that the claims are not often acknowledged and are related to nationalistic issues. Consumers associate 'made in USA' with both parts and labor.

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Information search and efficiency of consumer choices of new cars: country-of-origin effects

Article Abstract:

Country-of-origin has a substantial effect on the efficiency of consumer choices, although it does not influence the amount of pre-purchase information search. This was gleaned from an analysis of country-of-origin effects by incorporating amount of pre-purchase information search and post-purchase efficiency of choices.

Motor vehicles and car bodies, Automobiles, Automobile Manufacturing, Purchasing

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