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Influence of Consumer Affinity toward Foreign Countries on Consumers' Regulatory Focuses

Journal of international consumer marketing, 2022-05, Vol.34 (3), p.346-356 [Peer Reviewed Journal]

2021 The Author(s). Published with license by Taylor and Francis Group, LLC 2021 ;2021 The Author(s). Published with license by Taylor and Francis Group, LLC. This work is licensed under the Creative Commons Attribution – Non-Commercial – No Derivatives License http://creativecommons.org/licenses/by-nc-nd/4.0/ (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 0896-1530 ;EISSN: 1528-7068 ;DOI: 10.1080/08961530.2021.1961335

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  • Title:
    Influence of Consumer Affinity toward Foreign Countries on Consumers' Regulatory Focuses
  • Author: Terasaki, Shinichiro ; Ishii, Hiroaki ; Isoda, Yuriko
  • Subjects: construal level theory ; consumer affinity ; Consumer behavior ; Consumers ; regulatory focus theory
  • Is Part Of: Journal of international consumer marketing, 2022-05, Vol.34 (3), p.346-356
  • Description: Expanding cross-cultural social interaction regardless of whether it is real or virtual makes consumers become interested in different cultures, thereby increasing the number of consumers with positive attitudes toward foreign countries. This study examines the role of consumer affinity-a feeling of sympathy and attachment to a specific foreign country-in cross-cultural consumer decision-making. Specifically, it investigates the conditions that promote or inhibit consumer affinity for foreign product evaluation from the perspective of construal level theory and regulatory focus theory. A series of experiments clarified that when considering the purchase of a foreign product, consumer affinity caused a psychological proximity between the two countries, which could result in a change in consumers' construal level and, therefore, a difference in the effective method of a product appeal (promotion-focused vs. prevention-focused). This psychological mechanism will expand the research on effective communication strategies when marketing products or services globally.
  • Publisher: New York: Routledge
  • Language: English
  • Identifier: ISSN: 0896-1530
    EISSN: 1528-7068
    DOI: 10.1080/08961530.2021.1961335
  • Source: Taylor & Francis Open Access
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