Abstract:

There is a difference between implicit and explicit attitude due to the facework in Chinese. Although existing literatures have verified some factors that affect implicit and explicit brand attitudes toward country of origin, few research study the effect of face perception. The study uses both questionnaire and IAT to measure the effect of face perception on the implicit and explicit brand attitude toward country of origin. Results show that: (1) the consumers with high face perception have a more positive explicit attitude toward Japanese/American brand, and(2) Face Perception as a moderator of the relationship between the implicit and explicit brands attitude toward of country of origin.

Key words: Face Perception, Country-of-origin Effect, Implicit Attitude, Explicit Attitude