The influence of worldmindedness and nationalism on consumer evaluation of domestic and foreign products

Abstract

When countries differ in the perceived quality of their products, country‐of‐origin (CO) labelling influences consumer choice. While the influence of nationalism on perceived quality has been well documented in the literature, the effect of worldmindedness has not been examined in this context. Primarily explores the role of worldmindedness in product quality perception. Confirms the impact of CO and nationalism on product evaluation. In studying 593 Austrian consumers, the research finds the effect of CO is moderated by the characteristics of consumer groups. Reveals that the effect of worldmindedness on product evaluation is enhanced for foreign products and is diminished for domestic products, however, the impact of nationalism on product evaluation is enhanced for domestic products and is diminished for foreign products. Suggests promotional and positioning implications for targeting both groups.

Citation

Rawwas, M.Y.A., Rajendran, K.N. and Wuehrer, G.A. (1996), "The influence of worldmindedness and nationalism on consumer evaluation of domestic and foreign products", International Marketing Review, Vol. 13 No. 2, pp. 20-38. https://doi.org/10.1108/02651339610115746