EnglishThe aim of the research is to analyze the role of three specific moral emotions (gratitude, disgust, and contempt) in explaining the country of origin (CO) effect on consumer buying behavior. The methodological approach involves the use of an experimental design. We follow the procedures suggested by Muller and colleagues (2005) in order to examine the role of moral emotions. The results show that gratitude, disgust, and contempt mediate the relationship between CO information – considering country of design (CD) and country of manufacture (CM) elements – and consumer buying behaviors. In addition, the results prove the moderating effect of consumer ethnocentrism.
The country of origin effect and the role of moral emotions / Grappi, Silvia. - STAMPA. - 9(2011), pp. 108-115. ((Intervento presentato al convegno E - European Advances in Consumer Research tenutosi a School of Management at Royal Holloway, University of London nel 30th June to 3rd July, 2010.
| Data di pubblicazione: | 2011 |
| Titolo: | The country of origin effect and the role of moral emotions |
| Autore/i: | Grappi, Silvia |
| Autore/i UNIMORE: | |
| Nome del convegno: | E - European Advances in Consumer Research |
| Luogo del convegno: | School of Management at Royal Holloway, University of London |
| Data del convegno: | 30th June to 3rd July, 2010 |
| Volume: | 9 |
| Pagina iniziale: | 108 |
| Pagina finale: | 115 |
| Citazione: | The country of origin effect and the role of moral emotions / Grappi, Silvia. - STAMPA. - 9(2011), pp. 108-115. ((Intervento presentato al convegno E - European Advances in Consumer Research tenutosi a School of Management at Royal Holloway, University of London nel 30th June to 3rd July, 2010. |
| Tipologia | Relazione in Atti di Convegno |
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| EACR_Grappi2011_vol9.pdf | Versione dell'editore (versione pubblicata) | Open Access Visualizza/Apri |
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