Eyes Wide Shut? Understanding and Managing Consumers’ Visual Processing of Country-of-Origin Cues

Halkias, Georgios ORCID: https://orcid.org/0000-0002-4119-9808 and Florack, Arnd and Diamantopoulos, Adamantios and Palcu, Johanna (2021) Eyes Wide Shut? Understanding and Managing Consumers’ Visual Processing of Country-of-Origin Cues. British Journal of Management. ISSN 1467-8551

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Abstract

In the context of the on-going debate regarding the relevance of the country of origin (COO) phenomenon and drawing from cue utilization theory as well as research on visual attention, we conduct three eye-tracking experiments that investigate (a) whether consumers naturally detect COO labels, (b) whether such detection influences subsequent behavioural intentions and (c) whether visual attention to COO labels can be externally motivated. Results consistently show that the majority of COO labels on product pack-ages are indeed noticed by consumers. While the effects of COO on behavioural intentionsare conditional on the duration of visual attention, dwell times on COO labels, on average, exceed the tipping point necessary to allow such effects. Importantly, whether and for how long COO labels are attended to can be motivated by differentially priming con-sumers’ competence (vs. warmth)-based judgment goals. Implications of these findings for levering COO cues in marketing strategies are considered.

Item Type: Article
Additional Information: Open access funding enabled and organized by Projekt DEAL. The authors acknowledge the Austrian Science Fund (FWF) for supporting this study (Research Grant No. P26740).
Divisions: Departments > Marketing > Marketing-Management
Version of the Document: Published
Depositing User: Gertraud Novotny
Date Deposited: 07 Sep 2021 17:01
Last Modified: 21 Dec 2021 10:12
Related URLs:
FIDES Link: https://bach.wu.ac.at/d/research/results/101233/
URI: https://epub.wu.ac.at/id/eprint/8271

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