It is nice to be important, but it is more important to be nice: Country-of-origin's perceived warmth in product failures

Although a large body of research has documented country-of-origin effects, very few works have inquired systematic differences in the content of national stereotypes that shape attitudes toward foreign products and their manufacturers. Drawing from the stereotype content model, the authors propose that the often ignored warmth dimension of the origin country is as important as (sometimes more important than) the well-studied competence dimension in certain situations. As shown in two studies, perceived warmth of the origin country predicts purchase intention in normal situations as well as after product failure. Copyright (c) 2013 John Wiley & Sons, Ltd.