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Assessing The Impact Of Country Of Origin On Product Evaluations: A New Methodological Perspective

Johny K. Johansson, Susan P. Douglas, Ikujiro Nonaka

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A new methodological approach for examining the impact of country of origin on product evaluations is proposed. It takes the form of a multiattribute attitudinal model analyzed by means of a system of simultaneous equations. This approach makes possible examination of the impact of other attributes as well as country of origin on evaluations, and takes into consideration the effect of familiarity and knowledge about the product class. Differences between respondents of two different national origins are also investigated because previous research indicates differences in country stereotyping by nationality.