Change search
ReferencesLink to record
Permanent link

Direct link
The Enchilada effect: Do ethnocentrism,affinity & PCI influence the COO effect onconsumers’ foreign product attribute andtype preferences?
Jönköping University, Jönköping International Business School, JIBS, Marketing and Logistics.
Jönköping University, Jönköping International Business School, JIBS, Marketing and Logistics.
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose: To identify the relevance ethnocentrism, affinity and product country-image (the

three theory effect affectionately called “the enchilada effect” by the authors) have on the

consumers’ decision-making process as well as their effect on the consumers’ preferences for

certain product attribute importance and types.

Problem: In modern society most marketplaces around the world are full of foreign products.

The importance ethnocentrism and the country of origin (COO) effect have on the consumers’

decision process has already been studied and identified on several researches along several

decades. This mentioned, the authors think not only ethnocentrism, but also affinity and PCI

might have an effect on this decision process as well. Therefore, they believe this to be an

interesting and important consumer behavior phenomenon to investigate. Further, they want

to identify how much these theories influence the consumers in two areas: first, the relative

preferences of 8 attributes importance (price, quality, design, weight, energy saving, capacity,

material, and HDD storage capacity) distributed in 4 product categories (laptops, refrigerators,

bicycles and shoes); and second, their effect on consumers’ preferences over two types of

product versions (low-end versus high-end) that differ in price and their added features with

the basic price-quality relationship i.e. the more expensive the better it is.

Place, publisher, year, edition, pages
2011. , 90 p.
Keyword [en]
COO, CETSCALE, consumer behavior, Mexico, conjoint, affinity
National Category
Business Administration
URN: urn:nbn:se:hj:diva-18391OAI: diva2:532420
Subject / course
IHH, Business Administration
Social and Behavioural Science, Law
Available from: 2012-06-13 Created: 2012-06-11 Last updated: 2012-06-13Bibliographically approved

Open Access in DiVA

Enchilada Effect(5479 kB)285 downloads
File information
File name FULLTEXT01.pdfFile size 5479 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Reynoso Landeros, Victor Manuel
By organisation
JIBS, Marketing and Logistics
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 285 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 110 hits
ReferencesLink to record
Permanent link

Direct link