Interactive effects of country of origin and product category on product evaluations

摘要: Abstract This research examined the effects of country origin and product category on evaluations for 21 countries 18 products. As hypothesized, were highest highly-developed countries, followed by newly-industrialized, newly-marketizing, developing-country groups. Further, product-category country-of-origin interacted such that, depending upon group, different categories received more, equal, or less favorable compared to other categories. Several variables processes underlying these are identified integrated into a conceptual model.