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Neurophysiological evidence for the country-of-origin effect: an event-related potential study

Consumers often rely on observable cues that hint at the hidden quality of a product. The aim of this study was to investigate brain activities associated with the country-of-origin (COO) effect and consumer evaluation of a product design. Electroencephalogram recordings were used to observe event-r...

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Autores principales: Min, Byoung-Kyong, Cho, Kwangsu, Sung, Jungyeon, Cho, Erin
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Lippincott Williams & Wilkins 2014
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4222707/
https://www.ncbi.nlm.nih.gov/pubmed/24518230
http://dx.doi.org/10.1097/WNR.0000000000000102
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author Min, Byoung-Kyong
Cho, Kwangsu
Sung, Jungyeon
Cho, Erin
author_facet Min, Byoung-Kyong
Cho, Kwangsu
Sung, Jungyeon
Cho, Erin
author_sort Min, Byoung-Kyong
collection PubMed
description Consumers often rely on observable cues that hint at the hidden quality of a product. The aim of this study was to investigate brain activities associated with the country-of-origin (COO) effect and consumer evaluation of a product design. Electroencephalogram recordings were used to observe event-related brain potentials associated with the COO effect and design evaluation. We found that the frontocentral N90 and parieto-occipital P220 amplitudes are involved in forming preference to design, whereas the COO effect is processed in the centroparietal P500 amplitude. We also found a significant interaction effect between COO and design preference with regard to reaction times. Specifically, participants tended to spend more time making a preference decision when they did not like the product design made in a country with a favorable COO. These results imply that the two cognitive processes, evaluation of COO and formation of design preference, are activated independently at an early stage. It also suggests that these two processes interact with each other toward the end of the decision phase. Together, the results of this study provide neuropsychological evidence supporting a significant role of COO in the formation of design preference. Future studies are required to further delve into other neurophysiological activities associated with the COO effect.
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spelling pubmed-42227072014-11-07 Neurophysiological evidence for the country-of-origin effect: an event-related potential study Min, Byoung-Kyong Cho, Kwangsu Sung, Jungyeon Cho, Erin Neuroreport Cognitive Neuroscience and Neuropsychology Consumers often rely on observable cues that hint at the hidden quality of a product. The aim of this study was to investigate brain activities associated with the country-of-origin (COO) effect and consumer evaluation of a product design. Electroencephalogram recordings were used to observe event-related brain potentials associated with the COO effect and design evaluation. We found that the frontocentral N90 and parieto-occipital P220 amplitudes are involved in forming preference to design, whereas the COO effect is processed in the centroparietal P500 amplitude. We also found a significant interaction effect between COO and design preference with regard to reaction times. Specifically, participants tended to spend more time making a preference decision when they did not like the product design made in a country with a favorable COO. These results imply that the two cognitive processes, evaluation of COO and formation of design preference, are activated independently at an early stage. It also suggests that these two processes interact with each other toward the end of the decision phase. Together, the results of this study provide neuropsychological evidence supporting a significant role of COO in the formation of design preference. Future studies are required to further delve into other neurophysiological activities associated with the COO effect. Lippincott Williams & Wilkins 2014-03-05 2014-02-13 /pmc/articles/PMC4222707/ /pubmed/24518230 http://dx.doi.org/10.1097/WNR.0000000000000102 Text en © 2014 Wolters Kluwer Health | Lippincott Williams & Wilkins This is an open-access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License, where it is permissible to download and share the work provided it is properly cited. The work cannot be changed in any way or used commercially. http://creativecommons.org/licenses/by-nc-nd/3.0.
spellingShingle Cognitive Neuroscience and Neuropsychology
Min, Byoung-Kyong
Cho, Kwangsu
Sung, Jungyeon
Cho, Erin
Neurophysiological evidence for the country-of-origin effect: an event-related potential study
title Neurophysiological evidence for the country-of-origin effect: an event-related potential study
title_full Neurophysiological evidence for the country-of-origin effect: an event-related potential study
title_fullStr Neurophysiological evidence for the country-of-origin effect: an event-related potential study
title_full_unstemmed Neurophysiological evidence for the country-of-origin effect: an event-related potential study
title_short Neurophysiological evidence for the country-of-origin effect: an event-related potential study
title_sort neurophysiological evidence for the country-of-origin effect: an event-related potential study
topic Cognitive Neuroscience and Neuropsychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4222707/
https://www.ncbi.nlm.nih.gov/pubmed/24518230
http://dx.doi.org/10.1097/WNR.0000000000000102
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