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- Title
Measuring the Effects of Framing Country-of-Origin Information: A Process Tracing Approach.
- Authors
Levin, Irwin P.; Jasper, J. D.; Gaeth, Gary J.
- Abstract
One appeal to consumer nationalism is to communicate information about the use of American workers in manufacturing a particular product. Phased narrowing, a newly developed process tracing technique, was used to model how the impact of this information, "framed" differently across experimental conditions, changes over successive decision stages in narrowing down the choice of an automobile. In the presence of other cues, the nationalistic cue had its greatest effect among consumers scoring high on a scale of nationalism and when framed as "% American workers employed" rather than "% non-American workers employed." This framing effect increased in magnitude across successive decision stages. These results have implications for how and when country-of-origin information should be provided.
- Subjects
UNITED States; NATIONALISM &; economics; NATIONALISM; CONSUMER research; CONSUMERS; CONSUMER behavior research
- Publication
Advances in Consumer Research, 1996, Vol 23, Issue 1, p385
- ISSN
0098-9258
- Publication type
Article