Nation Equity: Incidental Emotions in Country-of-Origin Effects

• Main Authors: Maheswaran, Durairaj, CHEN, Cathy Yi
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2006
• Subjects: Marketing; Sales and Merchandising
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/654; https://ink.library.smu.edu.sg/context/lkcsb_research/article/1653/viewcontent/ChenCY2006NationEquity.pdf
• Institution: Singapore Management University

Different from past research on country-of-origin effects that has focused on cognitive factors, this article examines the impact of incidental emotions and cognitive appraisals associated with these emotions on country-of-origin effects. Experiment 1 compared anger and sadness and demonstrated that country of origin influenced evaluations only in the angry (vs. sad) condition where human (vs. situation) control was high. Experiment 2 further identified the effects of agency control using a different emotion, frustration. Based on these observations, this article suggests that, like brands, countries also have equity associated with them, termed nation equity, that has both performance and emotional components. [ABSTRACT FROM AUTHOR]