Abstract
Several researchers on country-of-origin (coo) have expressed their interest in knowing how consumers’ emotional reactions toward coo-cues affect product attitude formation. This paper shows how Fuzzy Set Theory might serve as a useful approach to that problem. Data was gathered by means of self-administered questionnaires. Technically, orness of OWA-operators enabled us to distinguish consumers expressing highly positive versus less positive emotions toward coo. It appeared that this variance in emotional estate goes together with a difference in aggregating product-attribute beliefs.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Similar content being viewed by others
References
Baughn, C.C., Yaprak, A.: Mapping Country-of-Origin Research: Recent Developments and Emerging Avenues. In: Papadopoulos, N., Heslop, L.A. (eds.) Product-Country Images: Importance and Role in International Marketing. International Business Press, New York (1993)
Burke, M.C., Edell, J.A.: The Impact of Feelings on Ad-Based Affect and Cognition. Journal of Marketing Research 26, 69–83 (1989)
Cacioppo, J.T., Petty, R.E.: The Elaboration Likelihood Model: The Role of Affect and Affect-Laden Information Processing in Persuasion. In: Cafferata, P., Tybout, A.M. (eds.) Cognitive and Affective Responses to Advertising. Lexington Books, Toronto (1989)
Cafferata, P., Tybout, A.M.: Cognitive and Affective Responses to Advertising. Lexington Books, Toronto (1989)
Derbaix, C., Pham, M.T.: For the development of measures of emotion in marketing: Summary of prerequisites. In: Lambkin, M., Foxall, G., Van Raaij, F., Heilbrunn, B. (eds.) European Perspectives on Consumer Behaviour. Prentice Hall, London (1998)
Eagly, A.H., Chaiken, S.: The Psychology of Attitudes. Harcourt Brace Jovanovich, Forth Worth (1993)
Efron, B., Tibshirani, R.J.: An Introduction to the Bootstrap. Chapman and Hall, Boca Raton (1993)
Fernández Salido, J.M., Murakami, S.: Extending Yager’s orness concept for the OWA aggregators to other mean operators. Fuzzy Sets and Systems 139(3), 515–542 (2003)
Filev, D., Yager, R.R.: On the issue of obtaining OWA operator weights. Fuzzy Sets and Systems 94, 157–169 (1998)
Fishbein, M., Ajzen, I.: Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Addison-Wesley, Reading (1975)
Friedman, M.: Consumer Boycotts: Effecting Change Through the Marketplace and the Media. Routledge, London (1999)
Han, C.M.: The Role of Consumer Patriotism in the Choice of Domestic versus Foreign Products. Journal of Advertising Research 28(3), 25–32 (1988)
Holbrook, M.B., Batra, R.: Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising. Journal of Consumer Research 14, 404–420 (1987)
Isen, A.M.: Some Ways in Which Affect Influences Cognitive Processes: Implications for Advertising and Consumer Behavior. In: Cafferata, P., Tybout, A.M. (eds.) Cognitive and Affective Responses to Advertising. Lexington Books, Toronto (1989)
Klein, J.G., Ettenson, R., Morris, M.D.: The Animosity Model of Foreign Product Purchase: An Empirical Test in the People’s Republic of China. Journal of Marketing 62, 89–100 (1998)
Liefeld, J.P.: Experiments on Country-of-Origin Effects: Review and Meta-Analysis of Effect Size. In: Papadopoulos, N., Heslop, L.A. (eds.) Product-Country Images: Importance and Role in International Marketing. International Business Press, New York (1993)
Obermiller, C., Spangenberg, E.: Exploring the Effects of Country of Origin Labels: An Information Processing Framework. Advances in Consumer Research 16, 454–459 (1989)
Papadopoulos, N., Heslop, L.A.: Product-Country Images: Importance and Role in International Marketing. International Business Press, New York (1993)
Peter, J.P., Olson, J.C., Grunert, K.G.: Consumer Behaviour and marketing Strategy: European Edition. McGraw Hill, London (1999)
Peterson, R.A., Hoyer, W.D., Wilson, R.W.: The Role of Affect in Consumer Behavior: Emerging Theories and Applications. Lexington Books, Toronto (1986)
Shimp, T.A., Sharma, S.: Consumer Ethnocentrism: Construction and Validation of the CETSCALE. Journal of Marketing Research 24, 280–289 (1987)
Stayman, D.M., Aaker, D.A.: Are All the Effects of Ad-Induced Feelings Mediated by Aad? Journal of Consumer Research 15, 368–373 (1988)
Torra, V.: The weighted OWA operator. International Journal of Intelligent Systems 12, 153–166 (1997)
Torra, V.: Learning weights for the quasi-weighted means. IEEE Transactions on Fuzzy Systems 10(5), 653–666 (2002)
Tulving, E., Thomson, D.M.: Encoding specificity and retrieval processes in episodic memory. Psychological Review 80, 352–373 (1973)
Verlegh, P.W.J.: Country-of-Origin Effects on Consumer Product Evaluations. Doctoral Dissertation, University of Wageningen (2001)
Verlegh, P.W.J., Steenkamp, J.-B.E.M.: A review and meta-analysis of country-of-origin research. Journal of Economic Psychology 20(5), 521–546 (1999)
Watson, D., Clark, L.A., Tellegen, A.: Development and Validation of Brief Measures of positive and Negative Affect: The PANAS Scales. Journal of Personality and Social Psychology 54(6), 1063–1070 (1988)
Yager, R.R.: An ordered weighted averaging operators in multicriteria decision making. IEEE Transactions on Systems, Man and Cybernetics 18, 183–190 (1988)
Yager, R.R., Kacprzyck, J.: The ordered weighted averaging operator, Theory and Applications. Kluwer Academic Publishers, Dordrecht (1997)
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2006 Springer-Verlag Berlin Heidelberg
About this paper
Cite this paper
Brijs, K., Vanhoof, K., Brijs, T., Karlis, D. (2006). Using Fuzzy Set Theory to Assess Country-of-Origin Effects on the Formation of Product Attitude. In: Torra, V., Narukawa, Y., Valls, A., Domingo-Ferrer, J. (eds) Modeling Decisions for Artificial Intelligence. MDAI 2006. Lecture Notes in Computer Science(), vol 3885. Springer, Berlin, Heidelberg. https://doi.org/10.1007/11681960_15
Download citation
DOI: https://doi.org/10.1007/11681960_15
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-540-32780-6
Online ISBN: 978-3-540-32781-3
eBook Packages: Computer ScienceComputer Science (R0)