Toward a Theory of Consumer Attitudes Regarding Products of Foreign Origin: a Multiattitude Expectancy-Value Approach

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This dissertation focuses generally on consumer behavior, and particularly on consumer attitudes toward products of foreign origin for the purpose of developing a theory that will assist in explaining and predicting this phenomenon. Existing research in the area of country of origin effects upon consumer attitudes toward foreign-made products demonstrates significant methodological limitations such as single cue approaches., The major objective of this dissertation is to contribute to the development of a theory based upon the expectancy-value attitude concept to better explain and predict consumer attitudes toward products of foreign origin. To achieve this objective, the research attempts to overcome ... continued below

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vii, 194 leaves : ill.

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Landeck, Michael May 1988.

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  • Landeck, Michael

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Description

This dissertation focuses generally on consumer behavior, and particularly on consumer attitudes toward products of foreign origin for the purpose of developing a theory that will assist in explaining and predicting this phenomenon. Existing research in the area of country of origin effects upon consumer attitudes toward foreign-made products demonstrates significant methodological limitations such as single cue approaches., The major objective of this dissertation is to contribute to the development of a theory based upon the expectancy-value attitude concept to better explain and predict consumer attitudes toward products of foreign origin. To achieve this objective, the research attempts to overcome the limitations identified in attitude research and specific methodological deficiencies in research focusing on attitudes toward products of foreign origin by: 1. utilizing the expectancy-value approach; 2. basing operationalization of the attitude concepts on Likert-like scales and subjective conditional probabilities; 3. measuring the operationalized attitudes both directly and indirectly via beliefs and evaluations; 4. simultaneously including multiple extrinsic cues; 5. including pictorial cues in the questionnaire; and 6. performing and reporting validity and reliability tests. The general model developed in this research, representing the theory of attitudes toward products of foreign origin is the Foreign Product Attitude Model (FPAM). This dissertation will concentrate on an extracted part of the total model, namely the relationships between the informational stimuli cues and the attitudinal response. The informational extrinsic informational cues include the country of origin, the brand name, the store image and an involvement covariate. By concentrating on the above relationships it is hoped that this study will contribute to a better understanding of the direct effects of the informational stimuli upon the attitude toward a product of foreign origin. The country of origin effect and the other extrinsic cues (brand name and store image) were found to have significant effects on consumer attitudes toward products, explaining almost 20 percent of the total variance.

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vii, 194 leaves : ill.

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UNT Theses and Dissertations

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  • May 1988

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  • Aug. 22, 2014, 6 p.m.

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  • Nov. 4, 2015, 9:08 a.m.

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Landeck, Michael. Toward a Theory of Consumer Attitudes Regarding Products of Foreign Origin: a Multiattitude Expectancy-Value Approach, dissertation, May 1988; Denton, Texas. (digital.library.unt.edu/ark:/67531/metadc332355/: accessed August 19, 2017), University of North Texas Libraries, Digital Library, digital.library.unt.edu; .