How a “China-made” label influences Chinese Youth's product evaluation: The priming effect of patriotic and nationalistic news

This study is to verify whether and how a “China-made” label can influence online consumers' product evaluation as adding labels highlight products' attributes has become an acquainted measure by e-tailers/firms attract attentions. For this purpose, we conduct 2 (label of vs. no label) x 3 (patriotism priming nationalism priming) between-subject factorial design hypotheses. The results reveal that when primed, the significantly enhances increasing perceived social value product. Priming consumers’ patriotism, on other hand, does not play moderating role for effect. A follow-up confirms such effects both low involvement high products. Therefore, own China-made brands/products are advised signal “Chinese identity” their products consumers under current circumstance domestic brands rising in China. also indicate although produced developing country marked with negative origin effect, marketers turn it into strength marketing certain conditions.