The Affective and Cognitive Dimensions of Country Image: Perceptions of U.S. Products in Kuwait

Abstract

Previous research suggests that country image plays a significant role in forming consumers’ perceptions of and preference for foreign products. In their review of the literature on country image, Roth and Diamantopolous (2009) found a lack of consistency in defining and operationalizing the different facets of country image. Their study further revealed that few studies have simultaneously examined the cognitive and affective dimensions of a country’s image. This study attempts to address this shortcoming by utilizing the stereotype content model (SCM) and bias map found within the social psychology literature (Cuddy, Fiske and Glick 2007). The SCM distinguishes among the cognitions, emotions and action tendencies directed toward different groups. Furthermore, it explains the relationship among these three components. Thus, this study has two objectives: 1) to differentiate between the affective and cognitive aspects of a country’s image and 2) to examine how the affective and cognitive aspects of a country’s image influence a consumer’s evaluations of and preferences for products from that country. In more specific terms, this research examines the affective and cognitive attitudes of Kuwaiti consumers toward the United States and how such attitudes impact Kuwaiti consumers.