Purpose – This study was designed to extend knowledge of cognitive processing of country of origin cues by refining the concept of country image and investigating its role in product evaluations. Design/methodology/approach – Data were collected from residents of a large North American...

This article examines the influence of consumers' motivational orientations on their susceptibilities to context effects. Prevention-focused consumers were found to be more sensitive to the compromise effect and less sensitive to the attraction effect than promotion-focused consumers. In...

Although there have been several studies concerning the issue of advertising standardization, few authors have proposed an integrated model of the determinants of advertising standardization Even if the extent of control of Multinational Corporations (MNC) over their subsidiaries is often cited...

Purpose – Traditionally, researchers in environmental psychology have developed the classic C (cognition)‐ E (emotion)‐ B (behavior) paradigm. However, some researchers have failed to replicate this classic paradigm and suggested that cognition is an antecedent to emotions. The main goals...

Examines consumption as a function of two ethnicity indicators. Ethnic origin, a reflective indicator, is not subject to the volition of a person and is hardly changed by continuous contact with the mainstream group. On the other hand, media usage is partly determined by the extent and duration...