Schematic Representation of Country Image:

A schema-based knowledge representation framework is developed to examine the effects of country-of-origin on product evaluations. Members of a consumer research panel received information that was either consistent or inconsistent with their expectations concerning American and Japanese automobiles. They also received factual information about South Korean cars. Evaluation (recall) measures were taken immediately after the presentation of information about the automobiles and again, following a three month span of time. The results indicate that consumers possess a country-of-origin schema and that country-of-origin schemas affect consumers' retention of information about automobiles, as well as their judgments. Implications of the findings of marketing communications strategy are discussed.