A substantial body of research has investigated consumer perceptions of a product based on the country where it originated (CoO). Such judgments have been shown to fluctuate due to a number of factors, among them changes in political conditions. The current research shows that a key factor in CoO-based evaluations of products is the image of respective national leaders. In two experimental studies, conducted in the United States, we found that exposure to a news article that positively (vs. negatively) characterizes a foreign leader led to more positive perceptions of that leader’s country; more positive evaluations of products and brands manufactured there; and thereby also to greater willingness to purchase these products. The results amply demonstrate that the news coverage of modern leaders can significantly affect their national trade, and that therefore the responsibility they carry may extend beyond their official role as political figures.

中文翻译：

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买我：领导者在国外的人格认知对其国民产品消费的影响

大量研究调查了消费者对基于产品原产国 (CoO) 的产品的看法。事实证明，这种判断会因多种因素而波动，其中包括政治条件的变化。目前的研究表明，基于 CoO 的产品评估的一个关键因素是各自国家领导人的形象。在美国进行的两项实验研究中，我们发现，接触正面（相对于负面）描述外国领导人的新闻文章会导致对该领导人所在国家的更积极看法；对在那里生产的产品和品牌给予更积极的评价；从而也更愿意购买这些产品。结果充分表明，现代领导人的新闻报道可以显着影响他们的国家贸易，