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ISSN : 1229-8778
This study investigated the mediating effect of causal judgment on stereotype toward Country-of-Origin(COO) and product evaluations. Specially, I considered psychological process of consumers which have been indicated for a long time. To test Country-of-Origin effect, first this study defined COO as stereotype toward a specific country. Second, we tested interaction of stereotype toward a specific country and a cue associating a specific country on product evaluations. and the mediating effect of causal judgment on interaction effect of stereotype toward a specific country and a cue associating a specific country, and product evaluations. In this article, I named this interaction effect stereotype effect. The results of empirical testing are as follows; First, there are interaction effects on stereotype toward a specific country and a cue associating a specific country on product evaluations. In other words, negative group about Japan is much more negative than positive group on product evaluations. Second, we found that there are mediating effect of causal judgment on interaction effect of stereotype toward a specific country and a cue associating a specific country, and product evaluations. Therefore, We concluded that consumer are effected not only by stereotype toward a specific country in product evaluations but also by causal judgment which consumers consciously have as the reason and explanation about their judgement.
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