THINK IT`S GOOD, BUT FEEL IT`S BAD : COUNTRY OF ORIGIN EFFECT ON COGNITION, AFFECT, AND BEHAVIOR

Abstract

The article discusses research on products' country of origin (COE) and how it effects cognition and behavior. It states that the COE effect is based on cognitive aspects of consumer's information processing and their attitudes towards a country or the perceived quality of product that would be produced there. Information is provided on a study in which magazine advertisements for South Korean automobiles and computer monitors where altered so that the U.S. was noted as the COE. Study participants were then asked to evaluate the advertisement based on cognitive, affective, and behavioral aspects.