Determinants of Country-of-Origin Evaluations
通过两个实验研究了影响原产地评价的因素和心理过程，发现动机强度和方向调节信息类型对评价的影响，对营销和消费者研究有用。
Two experiments examined the factors that influence and the psychological processes that underlie country-of-origin evaluations. Subjects received attribute information that was either condensed in a single product or dispersed across several products manufactured in a country with relatively unfavorable associations. When consumers use country of origin as a basis for judgment under low motivation, or when the processing goal is to evaluate the country of origin, they focus on the country-of-origin information. Under such conditions, relevant evidence about the country of origin provided by dispersed information is likely to affect country-of-origin evaluations. In contrast, if consumers do not focus on the country of origin, such as under high motivation, or if their processing goal directs their attention away from country-of-origin information, any evidence about the country of origin is less likely to be utilized in their judgments. Findings from two experiments are consistent with this theorizing and highlight the central role of motivational intensity and direction in moderating the effect of information type on country-of-origin evaluations.