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Korean Drama

The document discusses several theories related to social action and the influence of country of origin on consumer behavior: 1. The social action theory examines the link between audience perception and behavioral consequences, observing that media audiences actively engage with content and derive meaning. 2. According to Anderson and Meyer, social action theorists study how humans interpret their environment by considering others' actions and social norms. Mediated communication can influence daily routines and purchasing. 3. The country of origin effect suggests that consumer attitudes towards a producing nation influence product evaluations and purchase intent. These perceptions are often based on preconceptions rather than quality. International marketing strategies must adapt to different cultures.

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18 views2 pages

Korean Drama

The document discusses several theories related to social action and the influence of country of origin on consumer behavior: 1. The social action theory examines the link between audience perception and behavioral consequences, observing that media audiences actively engage with content and derive meaning. 2. According to Anderson and Meyer, social action theorists study how humans interpret their environment by considering others' actions and social norms. Mediated communication can influence daily routines and purchasing. 3. The country of origin effect suggests that consumer attitudes towards a producing nation influence product evaluations and purchase intent. These perceptions are often based on preconceptions rather than quality. International marketing strategies must adapt to different cultures.

Uploaded by

lofs
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Theory of Social Action

Anderson and Meyer established this approach from the premise that cultivate impacts must be
evaluated directly (Meyer, 1989). The social action theory provides a theoretical framework for
examining the link between audience perception and behavioral consequences; they observe that media
audiences engage in active communication and create meaning from the material they encounter
(Meyer, 1989).

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According to Anderson and Meyer, social action theorists have studied how humans interpret their
environment by'referencing others in current and emergent performance' (Meyer, 1989). Anderson and
Meyer, as mentioned in Kim et al., (2009), also discuss how mediated communication can have an effect
on individuals' continuous daily social routines, including their daily purchasing activity. Social action
entails an attempt to accomplish a certain objective by adhering to the rules that serve as the means
and by selecting conformance or nonconformity to the social conditions that predominate in terms of
social worth (Kim et al., 2009)

2.3.5 The influence of the country of origin (COO)

The COO effect implies that customers' attitudes about the nation that produces a product have an
influence on product evaluations (quality) and purchase intent (Zhang, 1996), and that this acceptance
has an effect on product evaluations (quality) and buy intent (Elliot and Cameron, 1994). According to
Samiee, as stated in Elliot and Cameron (1994), the COO impact is "any influence, good or bad, that the
country of manufacture may have on the consumer's decision-making processes or subsequent
behavior." As a result, COOs play a critical role in worldwide consumer marketing, as a result of which
many nations have formed strategic alliances and their products have numerous country identities (Lee
and Lee, 2009).

Consumers have varying attitudes toward various products manufactured in various countries, and the
majority of these attitudes are based on preconceived notions and opinions about foreign products,
rather than the product's quality and performance. As a result of the varied cultures and tastes in each
country, foreign companies adapt and change their international marketing strategies toward the
international market (Sohail and Sahin, 2010).

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With the exponential growth of e-commerce and cross-border collaboration among businesses,
international marketing and advertising researchers have examined a variety of factors that may
influence how COO cues are processed, including brand name, product category involvement,
knowledge of a particular country, patriotism, and fit between countries and product categories (Lee
and Le).

Additionally, Quinn (2009) asserts that "customer consumption may be a result not only of product
knowledge but also of consumers' views toward other cultures." For instance, customers are more
inclined to acquire items from a certain culture if they have a favorable attitude about that culture as a
result of exposure to foreign media and travel (Quinn, 2009).
Thus, the COO effect is significant to our study because it adds to the evidence that consumer
perceptions of foreign nations have an effect on their consumption of products manufactured by other
countries.

2.3.6 Fishbein's Model of Behavioral Intentions (theory of reasoned action)

According to Ajzen and Fishbein (1980), the purpose of this theory is to anticipate and explain human
behavior, since they assume that individuals behave rationally and with systematic use of knowledge.
This idea stressed the need of considering the consequences of one's actions before engaging in one's
conduct. According to this idea, four critical components of influencing someone's behavior are beliefs,
attitudes, intentions, and behaviors.

Additionally, there is a concept of compatibility among them, and each of these aspects contributes
significantly to how actions are performed (Ajzen & Fishbein, 1980).

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