摘要：The purpose of this research is to investigate the joint effects of two types of country of origin-brand origin and product origin-on persuasion as well as the underlying psychological processes. Results from two experiments show that brand origin moderates the effect of product origin on consumer attitude. In the presence of high-quality brand origin, consumers actively process information on the product origin such that high-quality product origin leads to more positive attitudes than low-quality product origin. However, in the presence of low-quality brand origin, information on the product origin becomes less relevant and has little influence on consumer judgment. Further, consumer involvement is shown as the key driver underlying the interplay of brand origin and product origin on persuasion.
