Abstract
Selected empirical findings on the effects of a product′s
“made‐in” label are integrated with theoretical developments
in consumer information processing and the economics of consumer search.
The result is an internally consistent theory of how country‐of‐origin
effects vary across situations, individuals and products. The new
perspective explains why country stereotyping influences decisions more
among well‐informed buyers and dismisses the idea that country‐of‐origin
cues are necessarily misleading or bad. It also generates predictions of
when country‐of‐origin effects are greater and when they are smaller.
Subject
Marketing,Business and International Management
Cited by
200 articles.
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