The effect of the indication of the country of origin and foreign languages in advertising for hedonic and utilitarian products.
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2015-06-01
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en
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Abstract
In advertising, the indication of the country of origin (COO) can be used to provide more information about a product. When a customer evaluates the COO positively, the product originating from that country is likely to be evaluated more positively as well. There are two common ways to indicate the COO: directly indicating it by using the phrase “Made in...”, or using a slogan in a foreign language (Foreign Language Display: FLD). This paper reports on a study into the effects of the use of the indication of COO and FLD in advertising for hedonic and utilitarian products. A total of 235 Dutch participants evaluated eight versions of advertisements. The independent variables were the COO (France or Germany), the COO marker (indication of COO: “Made in France/Germany” or FLD: slogan) and the type of product (hedonic or utilitarian).
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