Original paper
Explicit versus implicit country stereotypes as predictors of product preferences: Insights from the stereotype content model
Volume: 48, Issue: 8, Pages: 1023 - 1036
Published: May 24, 2017
Abstract
Drawing on the stereotype content model (SCM), we investigate the impact of both explicit and implicit country stereotypes on consumer preferences. In Study 1, we show that the competence dimension of the SCM (measured both explicitly and implicitly) drives purchase intention by positively influencing brand affect. In Study 2, we disentangle further the role of explicit and implicit stereotypes and show that explicit judgments of country...
Paper Details
Title
Explicit versus implicit country stereotypes as predictors of product preferences: Insights from the stereotype content model
Published Date
May 24, 2017
Volume
48
Issue
8
Pages
1023 - 1036
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