국가에 대한 우발적 감정이 원산지 효과에 미치는 영향: 감정의 사회기능적 접근법을 중심으로 = The Role of Incidental Emotions toward a Nation in the Country of Origin Effect-Focusing on Socio-Functional Perspective

다국어 초록 (Multilingual Abstract)

There is a remarkable consensus in the literature about the country of origin (CO) effect that examines the effect of CO on product evaluation and buying intentions. While previous research on CO effect has mainly focused on cognitive factors, some recent research has begun dealing with the role of emotional factors in CO study. This study examined how emotions which consumers feel toward a country influence product evaluations and purchasing intention. This research also attempts to investigate the relationship between emotions toward source country and the CO effect. Particularly, this paper adopts the socio-functional approach of emotions to examine consumers` emotions toward a country. Based on a socio-functional approach, we suggested that consumers would perceive one country they belong to as an in-group and the other countries of which they are not members as an out-group. In addition, we specifically focused on two types of emotions, anger and pity. Anger is one of basic emotions while pity is one of more social and cognitive emotions. Anger is elicited when people face obstacles which prevent them from obtaining their desired outcomes. Thus, it is likely that anger occurs when an out-group takes away economic resources possessed by an in-group or when it destroys a physical property possessed by an in-group. As a result, individuals may engage in functionally appropriate aggressive behaviors. Pity, on the other hand, occurs when some countries which have potentials to become an extended in-group someday suffer from natural disasters such as earthquake or typhoon. These countries cannot maintain a reciprocity-based relationship because what happened to them is beyond their ability to control. This situation may provoke pro-social behavior so that they may pursue a reciprocity-based relationship in the future. Therefore, we propose that two types of emotions-anger and pity-which vary along the socio-functional dimensions may have differing effects. This study also hypothesizes that a product category may moderate the effect of emotions toward a specific country on consumers` decision-making processes. We identified four types of a relationship between products and the images of a country: favorable matches, unfavorable matches, favorable mismatches, and unfavorable mismatches. The effect of emotions on product evaluation and buying intentions will differ by these product-image (mis)matches. Our research design employed in this study was 3 emotions(anger vs. pity vs. control) * 2 countries * 2 product category(product-image match vs. mismatch). The pilot test was done to select stimuli used in this study. As a result, two countries, Japan and China which differed in perceived images of countries, were chosen. In addition, a notebook and beer were selected as two product categories which differed in the fit between a country image and a product. The results revealed that the effect of CO on buying intentions was significant only when participants felt pity toward a source country. As was hypothesized, different types of emotions had different effects on buying intentions. Buying intentions of participants in the anger condition was lower than those in the neutral condition. However, buying intentions of participants in the pity condition was higher than those in the neutral condition. The results also revealed that the effect of anger and pity on buying intentions differed depending on the degree of countries-products (mis)match. That is, the intention to buy beer was higher in the pity condition(vs. the neutral condition) while there was no significant effect in case of a notebook. We also attempted to investigate the effect of CO on the intention to delay purchasing. The findings showed that there was no significant effect of CO on the intention to delay purchasing when participants felt anger toward a source country. However, its effect was significant when participants felt pity. It implies that the effect of CO on the intention to delay purchasing takes place in the pity condition only. The reason may be due to the fact that pity triggers pro-social behaviors and leads to a quick decision to buy products made in a country toward which consumers have favorable images. It was also found that the effect of anger, one of basic and raw emotions, is stronger than that of pity. According to a socio-functional approach, this shows that anger is likely to be more directly associated with survival than pity. In conclusion we investigated the effect of consumers` emotions and the products-country image on product evaluation and buying intentions. We also confirmed the effect of emotions on the intention to delay purchasing. Thus, we may argue that this study has some merits in that it could clarify the impact of emotions and product categories on the CO effect by examining the differences between countries.

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