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Made In America: The Affects Cognitive Load Consumer Ethnocentrism And Country Of Origin Have On Consumer Purchasing Decisions, Hannah Halstrom
Made In America: The Affects Cognitive Load Consumer Ethnocentrism And Country Of Origin Have On Consumer Purchasing Decisions, Hannah Halstrom
Honors Theses
Previous research suggests that cognitive load affects decision-making tasks. As well, a consumer varies his or her purchasing decisions based off of his or her personal level of Consumer Ethnocentrism (CE) and the Country of Origin (COO) of the product or brand. Eighty individuals participated in the study. Some participants were put under cognitive load by having remembering an 8 digit number span. All subjects were randomly exposed to one of two product sets, where COO was manipulated. Each product set consisted of 5 advertisements followed by a series of 4 questions. These questions regarded their willingness to purchase the …