How a “China-made” label influences Chinese Youth’s product evaluation: The priming effect of patriotic and nationalistic news
Metadatos
Mostrar el registro completo del ítemEditorial
Elsevier
Materia
China-made Product evaluation Perceived social value Patriotism Nationalism
Fecha
2022-01-03Referencia bibliográfica
Anqi Yu, Shubin Yu, Huaming Liu, How a “China-made” label influences Chinese Youth's product evaluation: The priming effect of patriotic and nationalistic news, Journal of Retailing and Consumer Services, Volume 66, 2022, 102899, ISSN 0969-6989, [https://doi.org/10.1016/j.jretconser.2021.102899]
Resumen
This study is to verify whether and how a “China-made” label can influence online consumers’ product evaluation
as adding labels to highlight products’ attributes has become an acquainted measure online by e-tailers/
firms to attract online consumers’ attentions. For this purpose, we conduct a 2 (label of “China-made” vs. no
label) x 3 (patriotism priming vs. nationalism priming vs. no priming) between-subject factorial design to verify
hypotheses. The results reveal that when consumers’ nationalism is primed, the label significantly enhances the
product evaluation by increasing the perceived social value of the product. Priming consumers’ patriotism, on
the other hand, does not play a moderating role for this effect. A follow-up study confirms such effects for both
low involvement and high involvement products. Therefore, e-tailers/firms that own China-made brands/
products are advised to signal the “Chinese identity” of their products to online consumers under the current
circumstance when nationalism and domestic brands are rising in China. The results also indicate that although
products produced in a developing country are marked with a negative country of origin effect, marketers can
turn it into a strength in marketing in certain conditions.