4. Voorspellingen voor het COO-effect in de boekenmarkt
7.3 Beperkingen en richtingen voor toekomstig onderzoek
Aangezien het onderzoek voor deze scriptie gedaan moest worden binnen een bepaalde tijd en zonder een budget, zijn er een aantal beperkingen die moeten worden geadresseerd. Ten eerste is er slechts op één locatie en op één dag onderzocht. Alhoewel er een redelijke variatie aan participanten was qua leeftijd, opleidingsniveau, leesgedrag en woonplaats, zou een uitgebreider onderzoek wellicht nog een vollediger beeld van de Nederlandse boekenconsument geven. Ook kwam het bij enkele protocollen naar voren dat de deelnemers graag ook een aantal pagina’s in het boek wilden lezen. Dit was echter niet mogelijk, aangezien er dummy’s zijn gebruikt. Dit was voor sommige participanten teleurstellend. In vergelijkbaar onderzoek moeten er dus andere mogelijkheden wat betreft de praktische uitwerking worden overwogen.
Voor toekomstig onderzoek is het nuttig om onder de participanten de openheid naar andere culturen te meten. In het onderzoek bleek dat dit wellicht een belangrijkere indicator kan zijn voor het COO-effect dan opleidingsniveau, belezenheid en
leefomgeving. Culturele openheid kan onder andere worden gemeten met de CET- schaal van etnocentrisme. Gezien de beschikbare tijd en het feit dat er nog geen ander onderzoek is gedaan op het gebied van het COO-effect op de boekenmarkt, is een
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toekomstig onderzoek op grotere schaal aan te raden. In een dergelijk onderzoek kunnen de veronderstelde thema’s en trends op een kwantitatieve manier worden getest. Het is waarschijnlijk dat het COO-effect per land anders uitspeelt, afhankelijk van een algemene graad van culturele openheid, de banden tussen verschillende landen, demografie en andere factoren. Daarom is het zeker ook nuttig om in de toekomst een vergelijkende studie te doen van het COO-effect op de boekenmarkten van verschillende landen. Ook in de toekomst is het interessant om te kijken naar de uitwerkingen van verschillende omgevingen, aangezien het effect online wellicht minder sterk is (Verboord). Tot slot is het voor het Nederlandse boekenvak in de toekomst ook te kijken wat voor beeldvorming er in het buitenland over Nederland en Nederlandse literatuur is. De Nederlandse taal is een relatief klein taalgebied, maar af en toe prikt er een titel door. Zo is De ontdekking van de hemel populair in Duitsland en zou De kleine Johannes reeds veel populariteit hebben genoten in China. Voor Nederlandse auteurs, vertalers en uitgevers is het zeker interessant hoe buitenlanders onze literatuur ervaren en of hier ook een bepaalde beeldvorming aan te pas komt.
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English summary
Introduction
The country-of-origin effect (COO-effect) is a much-researched area in consumer research. However, there has not been much research on the COO-effect within the creative industry. Meanwhile, there is a growing concern in the Dutch book industry on diversity. Translations are a very important part for the Dutch book industry, but the market is very focused on a few languages, English being the most important one. This has a bad effect on the translation industry. By studying the COO-effect on the Dutch book market, we can have a better understanding of the way consumers perceive foreign literature and the stereotypes that may play a part.
The book-buying process
It is difficult for consumers to determine which book to buy. As an experience good, the most important value of a book lies in the experience of reading it. This is a very subjective aspect. Meanwhile, the book market is a fast-paced industry, with many new titles coming out every week. This means that there is a chronic lack of information on the part of the consumer. One important way to overcome this lack of information, is to categorize a book on the basis of previous experience. The design of the book cover plays a big part in this process. The author is also very important for the consumer, given that they have had previous experience with them. Well-read readers of literature are able to create a reliable judgement of a book based on their knowledge and previous experience. People with less experience are more prone to look for the opinion of other readers. This also goes for people who have a lot of experience reading thrillers. Overall, we can see that there is a great variance of consumers. Dependent on aspects such as the previous experience of the consumer, their level of education and the situation at which the purchase takes place, the elements considered will be different. Because there is a inherent impossibility in the knowledge of books, it is expected that unrelated knowledge such as country image may play a part.
The COO-effect
The COO-effect came to rise in a time of globalization of the international market. People were getting more into contact with products from other countries. In this time it is first hypothesised that negative country image can have a negative effect on sales of products from that country. In the coming years, the research method used is made more nuanced. In the eighties and nineties it becomes clear that for many products the
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country of origin is spread out. There is a difference between the made-in, assembled-in, designed-in as well as branded-in country. Overall there has been found a lot of
supporting evidence for the COO-effect, even though the way this effect influences consumers is highly dependent on the specific industry and the country where this is researched. This means that the results of research within the field are very dispersed. This is an important source of critique for some, yet it also tells us that it is important to research the effect in the book market, as there is no reliable way to predict it. Existing research on the COO-effect on the arts shows us that there is an increased importance of the COO-effect in language-dependent forms of art, which is promising.
Predictions
There are two ways to approach current knowledge on the COO-effect on the book market. Firstly, we can look at other disciplines and research field that overlap with our area of interest. Topics here include oriëntalism, the development of a concept of world literature, as well as the recently growing interest in ‘foreignness’ in
international film. These topics can help us place the effect of the COO-effect in its context. Secondly, if we read between the lines of existing discussions, we can already see the COO-effect in action. For example, the Third Speaker Series (Derde Spreker- serie) exhibiting literature from developing country was quite successful, but it was also seen that people read this books mostly because of a cultural and anthropological
interest in the regions. For many foreign literatures it is difficult to be taken seriously as such. Often, foreign literatures are positioned as opportunities for cultural enrichment, rather than just a different type of literature.
Methodology
To research the COO-effect in the industry, the relatively uncommon think-aloud protocol was used. In this methodology, the participant is asked to verbalize their thoughts as they come. These protocols took place at a bookstore in The Netherlands. Participants were asked to respond to and select from a stack of books which were designed for this research. There were fifteen books in total, divided into three genres: novels, thrillers and fantasy. The book covers were designed with the intent to have a clear country of origin, while remaining neutral in the imagery in relation to
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Results
In the think-aloud protocols, many comments were made on the country of origin of the books. A significant portion of the participants was found to have negative associations with the United States and the city of New York, be it for its general image or the micro-image of its literature. Many of the participants explained that they were interested in more exotic countries such as China or Morocco. At the same time, it was clear that the main interest for books from these countries are on a cultural level. Except for one participant, who declared that she thought that many middle-eastern authors have a certain poetic quality to them, there is no attention paid to the literary character of these books. Even though there is therefore an increased interest in books from regions with a larger cultural distance, these books are still measured on a different scale than the books from countries with less cultural distance. Another unexpected finding was that many people responded negatively to our Russian thriller book, as they associated Russian authors with difficult, dense and heavy writing. The reputation of Russian novels therefore seems to scare away more casual readers, even of different genres. It was also found that when the participant declared to have negative
associations with the country or culture of origin of a book, they were more likely to not be aware of this bias. Participants that explained to be interested in books from
different cultures, because they want to learn more about such cultures or simply want to explore some literature that is different from what they are used to, usually said that the country in which the book is made was important for their choice. Participants that were negative about the country of origin, such as the participant who associated middle-eastern literature with sadness, often said that the country of origin was of no importance for their choice.
Conclusion
Overall, it was found that the country of origin of a book does have a significant impact on the consumer when made explicit. The book cover was found to be very important for the purchase decision of the participants. Considering that the country of origin of the books was made an important part of the cover design, participants were more likely to comment on it. The next step is therefore to explore how more subtle ways of advertising the country of origin influence the consumer. It was also found that the level of education is not the most important predictor for the COO-effect, but rather
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the level of cultural interest. Including a measurement of this, for example using the CET-scale, would be benificial in future research.
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