Skip to main content
SpringerLink
Log in
Book cover

International Conference on Modeling Decisions for Artificial Intelligence

MDAI 2006: Modeling Decisions for Artificial Intelligence pp 138–149Cite as

Using Fuzzy Set Theory to Assess Country-of-Origin Effects on the Formation of Product Attitude

  • Conference paper

Part of the book series: Lecture Notes in Computer Science ((LNAI,volume 3885))

Abstract

Several researchers on country-of-origin (coo) have expressed their interest in knowing how consumers’ emotional reactions toward coo-cues affect product attitude formation. This paper shows how Fuzzy Set Theory might serve as a useful approach to that problem. Data was gathered by means of self-administered questionnaires. Technically, orness of OWA-operators enabled us to distinguish consumers expressing highly positive versus less positive emotions toward coo. It appeared that this variance in emotional estate goes together with a difference in aggregating product-attribute beliefs.

This is a preview of subscription content, log in via an institution.

Chapter
USD   29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD   39.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD   54.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Learn about institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Baughn, C.C., Yaprak, A.: Mapping Country-of-Origin Research: Recent Developments and Emerging Avenues. In: Papadopoulos, N., Heslop, L.A. (eds.) Product-Country Images: Importance and Role in International Marketing. International Business Press, New York (1993)

    Google Scholar 

  2. Burke, M.C., Edell, J.A.: The Impact of Feelings on Ad-Based Affect and Cognition. Journal of Marketing Research 26, 69–83 (1989)

    Article  Google Scholar 

  3. Cacioppo, J.T., Petty, R.E.: The Elaboration Likelihood Model: The Role of Affect and Affect-Laden Information Processing in Persuasion. In: Cafferata, P., Tybout, A.M. (eds.) Cognitive and Affective Responses to Advertising. Lexington Books, Toronto (1989)

    Google Scholar 

  4. Cafferata, P., Tybout, A.M.: Cognitive and Affective Responses to Advertising. Lexington Books, Toronto (1989)

    Google Scholar 

  5. Derbaix, C., Pham, M.T.: For the development of measures of emotion in marketing: Summary of prerequisites. In: Lambkin, M., Foxall, G., Van Raaij, F., Heilbrunn, B. (eds.) European Perspectives on Consumer Behaviour. Prentice Hall, London (1998)

    Google Scholar 

  6. Eagly, A.H., Chaiken, S.: The Psychology of Attitudes. Harcourt Brace Jovanovich, Forth Worth (1993)

    Google Scholar 

  7. Efron, B., Tibshirani, R.J.: An Introduction to the Bootstrap. Chapman and Hall, Boca Raton (1993)

    Book  MATH  Google Scholar 

  8. Fernández Salido, J.M., Murakami, S.: Extending Yager’s orness concept for the OWA aggregators to other mean operators. Fuzzy Sets and Systems 139(3), 515–542 (2003)

    Article  MathSciNet  MATH  Google Scholar 

  9. Filev, D., Yager, R.R.: On the issue of obtaining OWA operator weights. Fuzzy Sets and Systems 94, 157–169 (1998)

    Article  MathSciNet  Google Scholar 

  10. Fishbein, M., Ajzen, I.: Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Addison-Wesley, Reading (1975)

    Google Scholar 

  11. Friedman, M.: Consumer Boycotts: Effecting Change Through the Marketplace and the Media. Routledge, London (1999)

    Google Scholar 

  12. Han, C.M.: The Role of Consumer Patriotism in the Choice of Domestic versus Foreign Products. Journal of Advertising Research 28(3), 25–32 (1988)

    Google Scholar 

  13. Holbrook, M.B., Batra, R.: Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising. Journal of Consumer Research 14, 404–420 (1987)

    Article  Google Scholar 

  14. Isen, A.M.: Some Ways in Which Affect Influences Cognitive Processes: Implications for Advertising and Consumer Behavior. In: Cafferata, P., Tybout, A.M. (eds.) Cognitive and Affective Responses to Advertising. Lexington Books, Toronto (1989)

    Google Scholar 

  15. Klein, J.G., Ettenson, R., Morris, M.D.: The Animosity Model of Foreign Product Purchase: An Empirical Test in the People’s Republic of China. Journal of Marketing 62, 89–100 (1998)

    Article  Google Scholar 

  16. Liefeld, J.P.: Experiments on Country-of-Origin Effects: Review and Meta-Analysis of Effect Size. In: Papadopoulos, N., Heslop, L.A. (eds.) Product-Country Images: Importance and Role in International Marketing. International Business Press, New York (1993)

    Google Scholar 

  17. Obermiller, C., Spangenberg, E.: Exploring the Effects of Country of Origin Labels: An Information Processing Framework. Advances in Consumer Research 16, 454–459 (1989)

    Google Scholar 

  18. Papadopoulos, N., Heslop, L.A.: Product-Country Images: Importance and Role in International Marketing. International Business Press, New York (1993)

    Google Scholar 

  19. Peter, J.P., Olson, J.C., Grunert, K.G.: Consumer Behaviour and marketing Strategy: European Edition. McGraw Hill, London (1999)

    Google Scholar 

  20. Peterson, R.A., Hoyer, W.D., Wilson, R.W.: The Role of Affect in Consumer Behavior: Emerging Theories and Applications. Lexington Books, Toronto (1986)

    Google Scholar 

  21. Shimp, T.A., Sharma, S.: Consumer Ethnocentrism: Construction and Validation of the CETSCALE. Journal of Marketing Research 24, 280–289 (1987)

    Article  Google Scholar 

  22. Stayman, D.M., Aaker, D.A.: Are All the Effects of Ad-Induced Feelings Mediated by Aad? Journal of Consumer Research 15, 368–373 (1988)

    Article  Google Scholar 

  23. Torra, V.: The weighted OWA operator. International Journal of Intelligent Systems 12, 153–166 (1997)

    Article  MATH  Google Scholar 

  24. Torra, V.: Learning weights for the quasi-weighted means. IEEE Transactions on Fuzzy Systems 10(5), 653–666 (2002)

    Article  Google Scholar 

  25. Tulving, E., Thomson, D.M.: Encoding specificity and retrieval processes in episodic memory. Psychological Review 80, 352–373 (1973)

    Article  Google Scholar 

  26. Verlegh, P.W.J.: Country-of-Origin Effects on Consumer Product Evaluations. Doctoral Dissertation, University of Wageningen (2001)

    Google Scholar 

  27. Verlegh, P.W.J., Steenkamp, J.-B.E.M.: A review and meta-analysis of country-of-origin research. Journal of Economic Psychology 20(5), 521–546 (1999)

    Article  Google Scholar 

  28. Watson, D., Clark, L.A., Tellegen, A.: Development and Validation of Brief Measures of positive and Negative Affect: The PANAS Scales. Journal of Personality and Social Psychology 54(6), 1063–1070 (1988)

    Article  Google Scholar 

  29. Yager, R.R.: An ordered weighted averaging operators in multicriteria decision making. IEEE Transactions on Systems, Man and Cybernetics 18, 183–190 (1988)

    Article  MathSciNet  MATH  Google Scholar 

  30. Yager, R.R., Kacprzyck, J.: The ordered weighted averaging operator, Theory and Applications. Kluwer Academic Publishers, Dordrecht (1997)

    Book  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Department of Applied Economics, Hasselt University, Agoralaan, gebouw D, 3590, Diepenbeek, Belgium

    Kris Brijs, Koen Vanhoof & Tom Brijs

  2. Department of Statistics, Athens University of Economics and Business, 76 Patision Street, 10434, Athens, Greece

    Dimitris Karlis

Authors
  1. Kris Brijs
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Koen Vanhoof
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Tom Brijs
    View author publications

    You can also search for this author in PubMed Google Scholar

  4. Dimitris Karlis
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. IIIA, Artificial Intelligence Research Institute CSIC, Spanish National Research Council, Campus UAB s/n, Catalonia, 08193, Bellaterra, Spain

    Vicenç Torra

  2. Toho Gakuen, 3-1-10 Naka, 186-0004, Tokyo, Kunitachi, Japan

    Yasuo Narukawa

  3. Department of Computer Science and Mathematics Intelligent Technologies for Advanced Knowledge Acquisition Research Group,, University Rovira i Virgili, Av. Països Catalans, 26., 43007, Tarragona, Catalonia, Spain

    Aïda Valls

  4. Department of Computer Engineering and Mathematics, Universitat Rovira i Virgili, UNESCO Chair in Data Privacy, Av. Països Catalans 26, E-43007, Tarragona, Catalonia, Spain

    Josep Domingo-Ferrer

Rights and permissions

Reprints and permissions

Copyright information

© 2006 Springer-Verlag Berlin Heidelberg

About this paper

Cite this paper

Brijs, K., Vanhoof, K., Brijs, T., Karlis, D. (2006). Using Fuzzy Set Theory to Assess Country-of-Origin Effects on the Formation of Product Attitude. In: Torra, V., Narukawa, Y., Valls, A., Domingo-Ferrer, J. (eds) Modeling Decisions for Artificial Intelligence. MDAI 2006. Lecture Notes in Computer Science(), vol 3885. Springer, Berlin, Heidelberg. https://doi.org/10.1007/11681960_15

Download citation

  • DOI: https://doi.org/10.1007/11681960_15

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-540-32780-6

  • Online ISBN: 978-3-540-32781-3

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics

Search

Navigation