Explicit versus Implicit Country Stereotypes as Predictors of Product Preferences: Insights from the Stereotype Content Model
- Author(s)
- Adamantios Diamantopoulos, Arnd Florack, Georgios Halkias, Johanna Palcu
- 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.
- Organisation(s)
- Department of Accounting, Innovation and Strategy, Department of Occupational, Economic and Social Psychology
- Journal
- Journal of International Business Studies
- Volume
- 48
- Pages
- 1023-1036
- No. of pages
- 14
- ISSN
- 0047-2506
- DOI
- https://doi.org/10.1057/s41267-017-0085-9
- Publication date
- 05-2017
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 501021 Social psychology, 502052 Business administration, 502019 Marketing
- Keywords
- ASJC Scopus subject areas
- Economics and Econometrics, Business, Management and Accounting(all), Management of Technology and Innovation, Business and International Management, Strategy and Management
- Portal url
- https://ucris.univie.ac.at/portal/en/publications/explicit-versus-implicit-country-stereotypes-as-predictors-of-product-preferences-insights-from-the-stereotype-content-model(782fc0a4-2948-412a-948e-df6a6bdece1d).html