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CountryofOrigin Bias A Regional Labelling Solution

CountryofOrigin Bias A Regional Labelling Solution Numerous studies have demonstrated negative US consumer biastowards products originating in foreign countries, especially developingcountries. Replicates and extends a study of origin bias in whichproducts were identified as originating in regions rather than specificcountries. Identical USmade products were represented to subjects asbeing from Africa, Latin America, Asia, or Western Europe. Contrary toearlier findings, Asianlabelled products were evaluated more favourablythan those from other regions and older subjects rated thesenonUS products more favourably than collegeage subjects.Discusses the potential for using regional labelling to overcomenegative biases against developing country products. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

CountryofOrigin Bias A Regional Labelling Solution

International Marketing Review , Volume 10 (6) – Jun 1, 1993

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References (9)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0265-1335
DOI
10.1108/02651339310051588
Publisher site
See Article on Publisher Site

Abstract

Numerous studies have demonstrated negative US consumer biastowards products originating in foreign countries, especially developingcountries. Replicates and extends a study of origin bias in whichproducts were identified as originating in regions rather than specificcountries. Identical USmade products were represented to subjects asbeing from Africa, Latin America, Asia, or Western Europe. Contrary toearlier findings, Asianlabelled products were evaluated more favourablythan those from other regions and older subjects rated thesenonUS products more favourably than collegeage subjects.Discusses the potential for using regional labelling to overcomenegative biases against developing country products.

Journal

International Marketing ReviewEmerald Publishing

Published: Jun 1, 1993

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