树木还是森林——消费者思维模式对新兴国家负面原产国效应的影响机制研究

The Trees or the Forest? The Research on the Influence Mechanism of Consumers' Mindset on Negative COO Effect of the Emerging Countries

本文基于消费者思维模式视角,探讨不同思维模式在削弱新兴国家负面原产国效应中的作用,并考察该作用的中介机制、应用情境以及边界条件。研究发现:局部加工思维模式有助于削弱新兴国家产品的负面原产国效应;这一影响是以目标产品与原产国产品印象的感知相似性作为中介的;思维模式与信息的感知匹配度不能解释这一作用;营销者可以通过产品分类方式实现思维模式对负面原产国效应的实践应用;当对照产品的国家典型性高时,思维模式的作用发生反转,整体加工而非局部加工思维模式更有助于削弱新兴国家的负面原产国效应。

Along with the development of the worldwide economic globalization, there are more and more enterprises of the emerging countries stepping on the road of international operation, playing an important role in international stage. However, the road to a successful internationalization for most of these companies is by no means an easy matter. One of the biggest challenges for these companies is their unfavorable country of origin. Thus, based on Global/Local processing style model and consumers’ social judgment process, this study, from a perspective of consumers’ processing mindset, finds the way how to weaken the negative COO effect of the emerging countries. The experiment 1 validated the effectiveness of consumers’ global or local mindset on COO effect. The result showed that, relative to global mindset, local mindset could weaken the effect of negative country of origin image. The experiment 2 explored the mental mechanism of this effect of consumers’ mindset on COO effect. In this part of the contents, this paper confirmed the perceived similarity between target product and product set of country of origin operated the media function between consumers’ mindset and COO effect. Besides, the experiment 2 ruled out another explanation of this relationship. The experiment 3 provided an effective managerial variable—retail choice architectures to manipulated consumer’ mindset and confirmed the effect of this variable on negative COO effect. The experiment 4 further explored the boundary condition of the effect of consumers’ mindset on COO effect. The result showed that, when national typicality of competitive product was low, inducing consumer’s local mindset was more effective than global mindset on weakening of negative COO effect. However, when national typicality of competitive product was high, inducing consumer’s global mindset was more effective than local mindset on weakening of negative COO effect. The finding of this study not only enrich the researches and theories on COO effect and consumers’ processing mindset, but also offer vital implication for the brand strategy of the emerging countries at present.