An IAT-based Study of Country-of-Origin Stereotype among Chinese Post-80's and Post-90's Generations

Abstract

Abstract:

With the extensive globalization, the effect of country-of-origin (COO) is continuously questioned by many scholars and whether the young generation still holds the COO stereotype becomes the key dispute. Some scholars have proved the downward trends in developed countries, but few evidences have been found in developing countries like China. This paper uses implicit association testing (IAT) to investigate if Chinese post-80s and post-90s differ in their attitudes towards domestic and imported products both in terms of product function and product image. The results of the three studies show that Chinese post-80s still hold strong country-of-origin stereotype that imported product is better than domestic products either in general product sense, in specific product category or considering the specific country, while post-90s Chinese do not follow the suit. The results are explained from the life course perspective. It is highly recommended marketers should consider the different attitudes of Chinese post-80s and Chinese post-90s towards imported and domestic products to better communicate the "imported touch" of the products. The results, however, should be replicated in other product categories and the products originating from other specific countries.

Key words: country-of-origin stereotype, intergenerational difference, domestic and imported products, implicit association testing, life-course model

Li Yang, Fu Guoqun. An IAT-based Study of Country-of-Origin Stereotype among Chinese Post-80's and Post-90's Generations[J]. , 2018, 30(8): 138-152.

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