Affect toward countries can be generated by people’s personal experiences with the country or by targeted advertising campaigns designed to create positive affect toward the country. In four experiments, this research examines the effect of country-related affect (CRA) on the evaluations of...

Different from past research on country-of-origin effects that has focused on cognitive factors, this article examines the impact of incidental emotions and cognitive appraisals associated with these emotions on country-of-origin effects. Experiment 1 compared anger and sadness and demonstrated...