The country‐of‐origin (CO) literature has traditionally focused on consumer product evaluations which are presumed to occur during the evaluation of alternative stages of the consumer buying decision process, where knowledge about product attribute information is either provided or assumed....

Reports on a study in which 265 consumers were asked to assign price and quality estimates to women’s sweaters. Uses a 4 x 3 factorial design which incorporates four country cues – the USA, Italy, Japan and Taiwan – and three groups relating to store prestige, which were manipulated. Found...

Asks whether service provider nationality significantly influences consumer decision making and, if so, whether the influence of national stereotype is moderated by the presence of additional information, such as professional credentials or service availability, or by the consumer′s...