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Competitive context and price as moderators of country of origin preferences

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Abstract

In a lab experiment setting, subjects exercised product choices in which country of origin and other variables were manipulated. Findings suggest that consumers are more wary of products from less developed countries when the financial risk is higher and when they are seeking a product with superior tangible attributes. However, within a given product class, manipulating price did not produce interaction effects with country of origin.

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Authors and Affiliations

  1. George Mason University, Fairfax, USA

    Victor V. Cordell

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  1. Victor V. Cordell
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Cordell, V.V. Competitive context and price as moderators of country of origin preferences. JAMS 19, 123–128 (1991). https://doi.org/10.1007/BF02726004

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