Underlines that marketers are interested in how consumers evaluate products sourced from overseas. Observes that, along with the globalization of business, more developing countries have become feasible markets for a variety of consumer goods manufactured in industrialized countries, yet...

Marketing researchers and managers are interested in understanding how consumers utilize country‐of‐origin (COO) information in evaluating foreign products. Argues that factors operating at the individual consumer’s psychological level may offer additional insight into how consumers...