The battle of the bottle : Exploring the cognitive, affective and normative aspects of the country of origin effect

Sammanfattning: This study examines if there is a difference to what degree the cognitive, affective and normative aspects of the country of origin effect influences the consumer in their evaluation of wine. Wine was the product chosen for this study because it is a product that often uses the country of origin effect as a tool in its marketing. The three aspects were divided into elements to be better suitable for measurement. A questionnaire was handed out to consumers outside liquor stores in Uppsala. The questions examined how much the elements influenced the consumer in their evaluation of wine. The results showed that there is a difference with the affective aspects having more influence than the normative aspects. When further tests were conducted, other results illustrate that cognitive aspects can have bigger influence than normative aspects as well. These results indicate that it is not the country of origin effect as a whole concept that is interesting when it comes to practical use.