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EMAC 2020 Regional Conference

Basic and Secondary Emotions in Country of Origin Effects: When Happiness Backfires

Published: September 16, 2020


Lorena Gomez-Diaz, University of Vienna


Country-of-Origin; Appraisal-Tendency-Framework; Emotions


This paper investigates the influence of basic emotions triggered by country-of-origin (COO) cues and secondary emotions generated by stereotypes on consumer brand attitudes. Using an implicit method based on facial recognition, we show that automatically triggered happiness moderates the effect of admiration on brand attitude. Drawing from the Stereotype Content Model and the Appraisal Tendency Framework, we propose a dual parallel processing to explain the role of these emotions in COO effects, in which they have a distinctive, yet intertwined, impact. Our findings extend international marketing literature by specifying how and why different types of emotions can influence brand attitudes.


I would like to thank Professor Adamantios Diamantopoulos for his expert advice and feedback to the paper