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EMAC 2019 Annual Conference

Basic Emotions and Country Stereotypes Triggered by Country of Origin Cues: An Interaction of Fear and Sadness

Published: May 28, 2019


Lorena Gomez-Diaz, University of Vienna


Basic-Emotions; Country-of-Origin; Country-Stereotypes


Drawing on the Appraisal Tendency Framework and the Stereotype Content Model This paper investigates how basic emotions and country stereotypes triggered by country-of-origin (COO) cues impact brand attitudes. We argue that basic emotions are automatically triggered by COO cues influencing brand attitudes directly and in interaction with the stereotype dimensions of warmth and competence. We found that happiness and disgust had a direct effect on brand attitude whereas fear and sadness had a significant interaction with stereotypes. Sadness and fear had an opposite effect despite sharing a negative valence. By using an implicit method based on facial recognition, we assess basic emotions in a non-intrusive way without relying on self-reporting. Our findings extend COO theory by examining underlying mechanisms of specific basic emotions on consumer attitudes and the interaction effect of emotions and stereotypes. Managerially, our study provides inputs for the use of emotional elements in marketing and positioning strategies.