Etude des effets de l'affect et des croyances stéréotypiques associés au pays d'origine d'un produit sur son évaluation par les consommateurs, à l'aide du modèle du contenu des stéréotypes.

Abstract : This research builds on the stereotype content model and on the construal level theory to analyze a product's country-of-origin effects on its evaluation by consumers. Results of our experiment show more favorable evaluations for both "utilitarian" and "hedonic" products, when nationals of the country-of-origin are perceived as being competent (vs. warm). Additionally, in the case of the "utilitarian" product, chronic country affect has a direct influence on the evaluation of the utilitarian dimension of the product, only when nationals of the country-of-origin are perceived as being competent (vs. warm). In the case of the "hedonic" product, chronic country affect has a direct influence on the hedonic dimension of the product only when nationals are perceived as being warm (vs. competent).
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Renaud Frazer. Etude des effets de l'affect et des croyances stéréotypiques associés au pays d'origine d'un produit sur son évaluation par les consommateurs, à l'aide du modèle du contenu des stéréotypes.. 33ème Congrès International de l'Association Française du Marketing, May 2017, Tours, France. ⟨hal-02172636⟩

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