The dilution of negative country of origin stereotypes beliefs through disconfirming information: An experimental approach

Academicians have begun to question whether negative country of origin (COO) stereotype effects may be modified through managerial strategic tools. To date, investigations of this nature have been limited, and the few studies offered have been marginally successful. The objective of this study was to "bridge" this gap through an empirical investigation of strategies which may be used to dilute existing negative stereotypic COO beliefs through counterstereotypic stimuli. Specically, this research sought to determine if certain characteristics of the COO-product category and/or disconfirming information impact COO-product stereotype change. In addition, the relationship between stereotypic belief dilution and relevant consumer factors, including consumer ethnocentrism and product knowledge, was examined.; Hypotheses were developed based upon the theoretical framework developed and reported in the stereotype change literature as cited in the social science area. The examination focused on two models: the subtyping (Weber and Crocker 1983) and conversion (Rothbart 1981) models. These models propose stereotypic belief change through the use of counterstereotypic information. Hypotheses were offered to test the most effective COO-product change agent with respect to the interaction of categorical variability and dispersion of disconfirming information. Traditionally tested only through stimuli dispersion, the conversion theory was also modelled through extremely negative and moderately negative perceived COO-product categories. Relative to consumer factors, it was proposed that information dispersion differentially affects stereotypic belief modification of highly and lowly ethnocentrics, and product knowledge was hypothesized to differentially impact stereotypic belief modification.; Results of this study suggest that negative COO-product expectancies can be diluted utilizing concentrated disconfirming information when the category is perceived to be either heterogeneous or extremely negative. However, the models of stereotype change posited by social stereotype scientists do not appear to totally explicate negative stereotypic belief dilution in the marketing context. Additionally, evidence confirms that dispersion of information differentially affects highly and lowly consumer ethnocentrics with respect to stereotype change. With respect to product knowledge, the research findings suggest that experts' stereotypes are difficult to change. Based upon the findings, these results can be explained by the tendency of experts to subtype counterstereotypic attribute information.