Facets of country image and brand equity: Revisiting the role of product categories in country‐of‐origin effect research

The country‐of‐origin effect is a topic central to the field of international marketing. Country of origin has been found to exert a particularly potent effect on consumer evaluation in situations where there is a strong link between a country and a particular product category. The present study provides further insight into how this particular effect can be understood. Drawing on a novel conceptualization of how country image and product categories interact, this study tested the relative evaluative relevance of product category with respect to estimates of brand equity across a variety of product categories. The findings suggest that facets of a country's image that are more closely related to the evaluation situation exert a greater influence on the evaluation of brands. This result encourages scholars as well as practitioners to re‐evaluate which situations might cause the country of origin effect to hold managerial relevance and paves the way for new paths toward a more comprehensive understanding of the effect. Copyright © 2015 John Wiley & Sons, Ltd.     

SOCIAL CLASS PERCEPTION AND SOCIAL STATUS AMONG SWEDISH YOUTH

Social class perception (identification) was studied as a function of ‘objective’ status (socioeconomic level) and class (occupational class) using a sample of Swedish high school students. Confirming the two minor hypotheses, the results disclosed that class perception was affected by both the ‘objective’ class and status of the subject: the manual occupational class, and those with low socioeconomic status, had in general a higher proportion of working-class identification than the nonmanual class, and those with low socioeconomic status, respectively. However, the major hypothesis, an interaction hypothesis stating that manuals are not affected by status in their class perceptions, was not confirmed. The results are discussed in the context of social psychological theory and earlier empirical research.     

The relationship between recognition and cued recall in memory of enacted and nonenacted information

Summary An experiment was conducted to determine whether the processes underlying memory for enacted and nonenacted events are the same or different. The experimental paradigm used was that of recognition failure of recallable information. At study subjects were given verbal commands (e.g., break the match, roll the ball), that they were to remember or enact and remember. At test subjects were first asked to recognize the noun in each command in the absence of the verb and then to recall the noun with the verb present as cue. Half the subjects were given the two tests in the reverse order. The results demonstrate that enactment and nonenactment differ with respect to the degree of dependence/independence between recognition and recall. In the enactment condition recognition and cued recall are completely independent and in the nonenactment condition they are almost completely dependent.     

Motivated memory: Dissociation between performance data and subjective reports

Summary Three experiments are reported to test a claim by previous subjects that lack of motivation for performing well in memory experiments yielded less than optimal performance. In each experiment the subjects of one group were informed of monetary incentives prior to study; in a second group they were informed of these incentives after study but prior to the test; no mention of incentives was made to the subjects of a third group. Recall and recognition procedures were used to assess memory performance. The data of all three experiments demonstrated no differences between the three groups with respect to performance. The claim that subjects in regular memory experiments would typically perform less than optimally is thus rejected. Subjective reports, however, revealed that incentives had affected the amount of effort put into the memory tasks. This dissociation between performance data and subjective reports is discussed in relation to the concept of motivation.     

Assessment of retrieval strategy in incidental, intentional, and inclusion tests with word-fragment cues

The purpose of this study was to assess retrieval strategy in incidental, intentional, and inclusion tests with word-fragment cues following a levels-of-processing manipulation at study. The results of Exp. 1 showed small levels-of-processing effects in incidental tests, and most subjects reported involuntary rather than voluntary retrieval of study-list words. In an intentional test, although levels of processing had a much greater effect, quite a few subjects also reported involuntary rather than voluntary retrieval of study-list words, and these subjects showed a smaller effect of levels of processing than subjects reporting voluntary retrieval. These results suggest that subjects given instructions for both voluntary and involuntary retrieval of study-list words in an inclusion test might not in fact attempt voluntary retrieval at all, but simply adopt an involuntary retrieval strategy. The results of Exp. 2 provided evidence to support this suggestion. The general implication is that where test contamination refers to subjects' failure to use retrieval strategies in accordance with test instructions, inclusion tests can be contaminated, as well as incidental or intentional tests, and that it is always necessary to obtain converging evidence about the actual strategies subjects use.     

Auditory spatial alternation transforms auditory time (again): Comments on Lakatos (1993), “Temporal constraints on apparent motion in auditory space”

Lakatos (1993) reported interesting data that indeed support “the hypothesis that the extent of spatial separation between successive sound events directly affects the perception of time intervals between these events” (p. 139). The present comment is an attempt to show that, as far as the horizontal plane is concerned, Lakatos’s hypothesis was already answered qualitatively by Axelrod and coworkers (Axelrod & Guzy, 1968; Axelrod, Guzy, & Diamond, 1968) in their studies of attention shifting, and by ten Hoopen and coworkers, who quantified the amount of “interaural time dilation” (Akerboom, ten Hoopen, Olierook, & van der Schaaf, 1983; ten Hoopen, 1982; ten Hoopen, Vos, & Dispa, 1982). Nonetheless, Lakatos’s study is very worthwhile. It originated from the realm of “apparent motion paradigms,” but I will argue that the study rather used an “auditory streaming paradigm,” and that the data is a welcome contribution to elucidate how the perceptual processes of auditory stream formation and interaural time dilation interact.