Country tourism advertising as a tool of spillover effects on the example of Poland

The conceptual framework of this paper is based on the concept of bounded rationality. During the decision-making process, the consumer uses images as mental shortcuts. The occurrence of the spillover effect has been confirmed in the literature. To this date, the effect of tourism advertising on the respondents’ attitudes towards products originating from a particular country and the issue of whether it affects both dimensions of a country’s image (cognitive and affective) have not been studied. The present study responds to these two gaps by developing an extended model of the spillover effect. A sample of 138 Japanese students participated in a pre-post experiment to provide feedback before and after exposure to advertising. Research results indicate that the commercial have created a more positive attitude among respondents in all areas measured. The current study adds to the growing body of cross-disciplinary literature on country image.