Demystifying Cultural Differences in Country-of-Origin Effects: Exploring the Moderating Roles of Product Type, Consumption Context, and Involvement
This article explains mixed findings about the differences in country-of-origin effectsfor different product categories and cultures by hypothesizing interactions among three productcharacteristics and six personal cultural orientations. Using a Web-based study with 1,568 consumers in four countries...
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| Format: | Journal Article |
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Routledge
2011
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| Online Access: | http://hdl.handle.net/20.500.11937/4694 |
| _version_ | 1848744588309692416 |
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| author | Sharma, Piyush |
| author_facet | Sharma, Piyush |
| author_sort | Sharma, Piyush |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | This article explains mixed findings about the differences in country-of-origin effectsfor different product categories and cultures by hypothesizing interactions among three productcharacteristics and six personal cultural orientations. Using a Web-based study with 1,568 consumers in four countries (China, India, UK, and U.S.), it shows that product type (hedonic vs. utilitarian) moderates the influence of individualism/collectivism and long- versus short-term orientation; consumption context (private vs. public) moderates the influence of power distance and masculinity/femininity; and product involvement moderates the influence of uncertainty avoidance on product evaluations and behavioral intentions. |
| first_indexed | 2025-11-14T06:03:51Z |
| format | Journal Article |
| id | curtin-20.500.11937-4694 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T06:03:51Z |
| publishDate | 2011 |
| publisher | Routledge |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-46942019-02-19T05:34:53Z Demystifying Cultural Differences in Country-of-Origin Effects: Exploring the Moderating Roles of Product Type, Consumption Context, and Involvement Sharma, Piyush long-term orientation individualism/collectivism uncertainty avoidance masculinity/femininity Country-of-origin culture power distance This article explains mixed findings about the differences in country-of-origin effectsfor different product categories and cultures by hypothesizing interactions among three productcharacteristics and six personal cultural orientations. Using a Web-based study with 1,568 consumers in four countries (China, India, UK, and U.S.), it shows that product type (hedonic vs. utilitarian) moderates the influence of individualism/collectivism and long- versus short-term orientation; consumption context (private vs. public) moderates the influence of power distance and masculinity/femininity; and product involvement moderates the influence of uncertainty avoidance on product evaluations and behavioral intentions. 2011 Journal Article http://hdl.handle.net/20.500.11937/4694 10.1080/08961530.2011.602952 Routledge fulltext |
| spellingShingle | long-term orientation individualism/collectivism uncertainty avoidance masculinity/femininity Country-of-origin culture power distance Sharma, Piyush Demystifying Cultural Differences in Country-of-Origin Effects: Exploring the Moderating Roles of Product Type, Consumption Context, and Involvement |
| title | Demystifying Cultural Differences in Country-of-Origin Effects: Exploring the Moderating Roles of Product Type, Consumption Context, and Involvement |
| title_full | Demystifying Cultural Differences in Country-of-Origin Effects: Exploring the Moderating Roles of Product Type, Consumption Context, and Involvement |
| title_fullStr | Demystifying Cultural Differences in Country-of-Origin Effects: Exploring the Moderating Roles of Product Type, Consumption Context, and Involvement |
| title_full_unstemmed | Demystifying Cultural Differences in Country-of-Origin Effects: Exploring the Moderating Roles of Product Type, Consumption Context, and Involvement |
| title_short | Demystifying Cultural Differences in Country-of-Origin Effects: Exploring the Moderating Roles of Product Type, Consumption Context, and Involvement |
| title_sort | demystifying cultural differences in country-of-origin effects: exploring the moderating roles of product type, consumption context, and involvement |
| topic | long-term orientation individualism/collectivism uncertainty avoidance masculinity/femininity Country-of-origin culture power distance |
| url | http://hdl.handle.net/20.500.11937/4694 |