COUNTRY OF ORIGIN EFFECTS AND CONSUMER PRODUCT EVALUATION PROCESS (Published)
The topic is focused on country of origin concept and its impact on consumer product evaluation process. In analyzing, attempt was made from cognitive perspective of country of origin and the processing of consumers prior knowledge about a country’s products and not about the country itself. The analysis reveals that the occurrence of a country of origin-effect in terms of a halo effect, a summary-construct effect, a product attribute effect of a default heuristic effect on the consumer’s evaluative tendency.
Keywords: Cognition, Consumer Behaviour, Country of origin, product evaluation
COUNTRY OF ORIGIN EFFECTS AND CONSUMER PRODUCT EVALUATION PROCESS (Review Completed - Accepted)
The topic is focused on country of origin concept and its impact on consumer product evaluation process. In analyzing, attempt was made from cognitive perspective of country of origin and the processing of consumers prior knowledge about a country’s products and not about the country itself. The analysis reveals that the occurrence of a country of origin-effect in terms of a halo effect, a summary-construct effect, a product attribute effect of a default heuristic effect on the consumer’s evaluative tendency.
Keywords: Cognition, Consumer Behaviour, Country of origin, product evaluation
AFFECT, EMOTION ET SURPRISE DANS LA PERSUASION PUBLICITAIRE. Une revue de la littérature. (Published)
A long time, the cognitive approach dominated the consumer research. But with the marketing mutations, an increasing interest was carried to the affect, particularly in the advertising communication. We recognize more and more the role of affect and emotions, such as surprise, in advertising persuasion
Keywords: Affect, Cognition, Emotion, Persuasion., Surprise