Determinants of the accessibility of regional-product information

K. van Ittersum, M.T.G. Meulenberg, J.C.M. van Trijp

Research output: Contribution to journalArticleAcademicpeer-review

Abstract

In an era being characterized by globalization, the importance of product differentiation grows. Marketing products based on the region-of-origin (within-country area) is one of the strategies applied (i.e., Washington apples). Most place-of-origin research focuses on the effect of the place-of-origin cue on product evaluation. In this study, it is shown that the region-of-origin cue also affects other stages of the purchase-decision process. More specifically, it is shown that consumers¿ sense of belonging to the region of origin influences the accessibility of regional-product information. With accessibility, the probability that the regional product is identified during the prepurchase search for information increases.
Original languageEnglish
Pages (from-to)180-187
JournalAdvances in Consumer Research
Volume30
Issue number1
Publication statusPublished - 2003

Keywords

  • spreading activation theory
  • origin
  • certificates
  • involvement
  • country

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