I use it but will Tell you that I Don't: Consumers’ Country-of-Origin Cue usage Denial
研究发现许多消费者受品牌原产地影响却不承认，基于462人的实验揭示了这种否认现象，并提出了消费者分类方法，对营销策略有参考价值。
Despite extensive evidence that a brand's country-of-origin (COO) affects consumers’ brand evaluations and behavioral intentions, consumers are often reluctant to admit this influence. Challenging the proclaimed irrelevance of the COO concept, the present study assesses the phenomenon of COO cue usage denial, an unconscious defense mechanism that consumers apply to maintain an acceptable self-image. Drawing on self-affirmation theory and based on two experimental studies (combined N = 462), the authors demonstrate that a substantial proportion of consumers are influenced by the COO cue when assessing brands, despite claims to the contrary. Such consumers not only differ from consumers who do not know a brand's COO but also modify their brand assessments and behavioral intentions when exposed to a COO change. This study also develops a consumer typology based on both the stated (self-reported) and actual influence of a brand's COO, thus highlighting the importance of segmenting consumers according to their susceptibility to COO influences. The authors discuss several theoretical and managerial implications and identify directions for further research.