Stereotyping and the Country-Of-Origin Effect (Report)
China Media Research 2010, Jan, 6, 1
China Media Research
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People often seek to reduce the complexity of the world to a more manageable level. When people, for example, purchase a car, they are often confronted with many details, a host of special features, various options, and different sales packages. For many, this is quite confusing and often not understandable, so very often someone asks for the "bottom line," i.e. what will it cost to get this vehicle with the desired specifications. This desire to reduce complex issues to a more manageable level becomes understandable when one takes a closer look at the perceptual process because it essentially protects humans from information overload. That is also why people tend to make certain simplified assumptions of other people and countries and their characteristics, i.e. stereotypes. When people purchase products from other countries, they will also ascribe specific characteristics, either positive or negative, to products from such countries. In other words, people may decide to purchase a particular product from a specific country if that country has a positive association with the product and/or perceived product characteristic. If a country has either a negative or neutral association, then the consumer may opt not to purchase a product from that country. This is very similar to people looking forward to establishing contact with people from a particular country versus avoiding people from another country or ethnic group that has a negative association. For example, one may not wish to eat a certain ethnic food because it is considered to be "unclean" or "too rich" while other ethnic food is deliberately selected because it is perceived to be "delicious" or "sophisticated." Thus, someone may assume that French food is delicious and sophisticated, but German food is considered to be too rich and heavy even though that may not actually be the case. This helps explain why many restaurateurs may deliberately select a French association for their food in order to benefit from the positive associations many consumers have with French food. The same is true for many other products such as perfume, clothing, wine, watches, automobiles, etc. This paper examines stereotyping and how it compares to the "country-of-origin effect" in order to derive some clues as to how a negative image associated with the products from a particular country might be overcome.
- 2,99 €
- Category: Language Arts & Disciplines
- Published: 01 January 2010
- Publisher: Edmondson Intercultural Enterprises
- Print Length: 34 Pages
- Language: English