Abstract: The current study examines, among consumers in developing countries, diverse modes of consumers′ evaluations toward local/nonlocal brands with different types of self-activation. To achieve this goal, brand and category familiarity, and prior experience of consumers with brand were controlled; and a 3 (self-activations: self-affirmation vs. self-threat vs. neutral self) × 2 (countries of origin: local vs. nonlocal) between subject design was used. The result shows a significant interaction between self-activations and countries of origin, which indicates inconsistent preferences of local/nonlocal brands among different types of self-activation. Particularly, individuals in the self-affirmation group tend to perform a superior evaluation of local brands to nonlocal brands, whereas individuals in the self-threatening group and neutral self group tend to perform a superior evaluation of nonlocal brands to local brands. These results could be explained by ethnic identity, nonlocal brands as status symbols in developing countries, and national stereotyping. This study gives further implications of consumer behaviors in developing countries, which helps us to learn more about the influence of mental factors in country-of-origin effect.

Key words: brand evaluation, country-of-origin effect, self-activation, developing country

摘要： 采用3（自我激活状态：自我肯定条件、自我威胁条件和中性条件）×2（品牌的来源国：本国品牌和外国品牌）的组间设计，在控制了消费者对品牌和产品的熟悉度、品牌使用经历等因素后，考察发展中国家消费者在不同自我激活状态下对本国和外国品牌的态度和购买意愿。研究结果表明，在自我肯定状态下，个体对本国品牌的评价有高于外国品牌的趋势；而在自我威胁和中性自我状态下，个体对外国品牌的评价有高于本国品牌的趋势。采用自我对本民族的认同感、外国品牌的社会象征，以及国家刻板印象来解释这些结果。该研究更深入地探讨了发展中国家消费者在品牌来源国方面的消费行为，并弥补了以往研究对来源国效应中心理因素探讨的空缺。

关键词: 品牌评价, 来源国效应, 自我激活, 发展中国家