Cross-country attraction as a motivation for product consumption

Marvin E. Goldberg, Hans Baumgartner

Research output: Contribution to journalArticlepeer-review

24 Scopus citations


Country-of-origin is a product attribute that can influence product evaluation and consumption via an affective route. A questionnaire administered to over 1300 Thai teenagers was used to explore the hypothesis that smoking cigarettes is perceived as part of an attractive American lifestyle, particularly by youth in developing countries. It was further hypothesized that the desire to emulate this lifestyle and share in it vicariously leads at least some of these Thai teenagers to engage in smoking-related behaviors. The findings are supportive of these hypotheses.

Original languageEnglish (US)
Pages (from-to)901-906
Number of pages6
JournalJournal of Business Research
Issue number11
StatePublished - 2002

All Science Journal Classification (ASJC) codes

  • Marketing


Dive into the research topics of 'Cross-country attraction as a motivation for product consumption'. Together they form a unique fingerprint.

Cite this