dr. ir. peeter w.j. verlegh rsm erasmus university rotterdam
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Dr. Ir. Peeter W.J. Verlegh RSM Erasmus University Rotterdam. COUNTRY IMAGE: measurement & impact on consumer behavior. Country-of-origin effect. The impact of COO on consumer product evaluation What is (for the consumer) the difference between … Cars from Germany and cars from France ? - PowerPoint PPT PresentationTRANSCRIPT
Dr. Ir. Peeter W.J. VerleghRSM Erasmus University Rotterdam
COUNTRY IMAGE:
measurement & impact on consumer behavior
The impact of COO on consumer product evaluation
What is (for the consumer) the difference between … Cars from Germany and cars from France ? Singapore Airlines and KLM ? tomatoes from The Netherlands and from Spain ? French wine and Australian wine ? …
Country-of-origin effect
Meta-analysis
Many studies with different results - > Review and meta-analysis:
- Collect (systematically) previous studies- Map results- Calculate average result (effect size)- Investigate impact of “moderators” on this effect size
Verlegh & Steenkamp 1999 - Journal of Economic Psychology
Country-of-origin effect:
41 studies (278 effects) in major journals (1980 – 1996)
Average effect is significant and sizeable: r = .39
Effects for quality judgments > attitude / purchase intention
largest for Western vs. non-Western countries
Within subjects > Between subjects
Effect decreases with amount of information
Meta-analysis - II
HOEZO country van herkomst ?
Made in Taiwan
5mm
10mm
in practice - I
What is the origin? - Stereotypes? The origin – stereotypes?
Heaven is where…
the police are British,
the lovers are French,
the mechanics are German,
the cooks are Italians,
and it is all organized by the Swiss.
What is the origin? - Stereotypes? The origin – stereotypes?
Hell is where…
the police are German,
the mechanics are French,
the cooks are British,
the lovers are Swiss,
and it is all organized by the Italians
Heaven is where…
the police are British,
the lovers are French,
the mechanics are German,
the cooks are Italians,
and it is all organized by the Swiss.
What is the origin? - Stereotypes? The origin – stereotypes?
What is the origin? - Stereotypes? The origin – stereotypes?
Country image
Set of associations which an individual or group relates to a country (combined into a mental network).
Which associations ?
- people (national character?) - geography - products / brands - emotions (general - specific) - episodes (individual vs. collective)
Country image
Product-related country image
hedonic utilitarian
attributes
Country: nature
Feelings (pos/neg)
Product Attitude
Product experienc
eCountry: climate
People: competence
People: creativity
Country image: study design
Survey
406 Dutch consumers interview on tomatoes or washing machines from Netherlands, Germany, Spain / Italy Estimate impact of country image on product attitude(mediated by product beliefs)
Study 1: tomatoes
hedonic utilitarian
attributes
Country: nature
Feelings (pos/neg)
Product Attitude
Product experienc
eCountry: climate
People: competence
People: creativity
Study 2: washing machines
hedonic utilitarian
attributes
Country: nature
Feelings (pos/neg)
Product Attitude
Product experienc
eCountry: climate
People: competence
People: creativity
Extending the measure of country image
experience distance relationships
Country: nature
Attitudes &
behaviors
Country: climate
People: competence
People: creativity
Country: ….
Country: ….
with Ministry of Foreign Affairs:
Track image in ±15 countries
mapping country image
reveal deeper (“secondary”) meanings
compare with others (a/o determine unique associations)
design and track marketing communications
current extension:Generalization for Dutch Ministry of Foreign AffairsTo track Dutch image in 15 countries, follow up in
2010
Practical relevance
Features of associations - A
Secondary associations:
associations of associations
Example:
Switzerland - Mountains
Mountains – pure air, natural
Features of associations
Features of associations - B
Resonance:
Country evokes association, BUT:
Does association evoke country?
Examples ?:
Tulips - Netherlands
Wine – France
Features of associations
Features of associations - C
Interconnections of associations:
Enhance consistency, improve image
Example:
France – Sun
France – Wine
France - Savoir-vivre
But also:
Wine- sun & Wine- “Savoir-vivre”
Features of associations
Dutch tomatoes in Germany: “Wasserbomben”
How to improve? Modest (we’re working on it, they are better than they used to be)or … Extreme claims (beste taste, most natural)
Improving country images?
Verlegh, Steenkamp & Meulenberg 2005 – International J. of Research in Marketing
Ad - modest
Tomaten aus Holland heissen von nun ab Hollandia Tomaten. Beim Anbau von Hollandia Tomaten wird auf Natur und Umwelt geachtet. Mit Hilfe von natürlichen Mitteln sorgt der niederländische Bauer für ein Qualitätsprodukt. Hollandia Tomaten haben einen guten Geschmack und Aroma. Forschung weist auf, dass 6 von 10 Konsumenten Hollandia Tomaten
schmackhafter finden als andere Tomaten.
Hollandia Tomaten:Schmecken beinah so gut wie Tomaten aus eigenem Garten…
+Die schmackhafteste Verwöhnung von Mutter Natur
Ad - extreme
Tomaten aus Holland heissen von nun ab Hollandia Tomaten. Beim Anbau von Hollandia Tomaten wird mehr als in jedem anderen country auf Natur und Umwelt geachtet. Mit Hilfe von natürlichen Mitteln sorgt der niederländische Bauer für ein Qualitätsprodukt ohne gleichen. Hollandia Tomaten haben einen unüber-troffen vollen Geschmack und ein reiches Aroma. Forschung weist auf, dass 9 von 10 Konsumenten Hollandia Tomaten viel schmackhafter finden als andere Tomaten.
Hollandia Tomaten:Schmecken so gut wie Tomaten aus eigenem Garten…
+Die schmackhafteste Verwöhnung von Mutter Natur
2 x 2 x 2 factorial design = 8 different ads/surveys claim strength (modest vs. extreme) country of origin (Netherlands vs. Spain) Motivation (low vs. high = method-factor)
751 German consumers, “between subjects”
Effect on purchase intention
Study design
Conclusion
Table 1: Purchase intention for tomatoes
SPANIA
HOLLANDIA
Low
involvement
High
involvement
Low
involvement
High
involvement
Modest
68.5
61.6
46.0
56.1
Extreme 64.3 65.6 54.4 52.1
Conclusion
Table 1: Purchase intention for tomatoes
SPANIA
HOLLANDIA
Low
involvement
High
involvement
Low
involvement
High
involvement
Modest
68.5
61.6
46.0
56.1
Extreme 64.3 65.6 54.4 52.1
Conclusion
Table 1: Purchase intention for tomatoes
SPANIA
HOLLANDIA
Low
involvement
High
involvement
Low
involvement
High
involvement
Modest
68.5
61.6
46.0
56.1
Extreme 64.3 65.6 54.4 52.1
1. COO is relevant, but only if the consumer is (made) aware
2. Country image is stored as an associative network. Associations can be measured and used for positioning and for designing/tracking communication
3. When influencing country image, boomerang effects for over- & underclaiming may occur, especially when involvement is high.
Summary