December 5, 2025Marketing Management JournalOpen Access

Evaluations of Foreign-Made Products in a Limited Choice Environment: A Replication and Extension of the Direct Mediation Model

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Analysis reveals that country of origin affects brand attitudes in foreign product evaluations, suggesting ethnocentrism alters purchase intentions.

Country of origin significantly shapes attitudes toward foreign brands in limited choice environments.
Findings suggest high ethnocentrism decreases purchase intentions linked to foreign products.
Exploration of consumer behavior using a dual mediation model highlights cognitive response variations.
Implications of structural interactions between cognitive factors and consumer responses to foreign-made goods.

Lim et al. (2009) studied this question.

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Analysis reveals that country of origin affects brand attitudes in foreign product evaluations, suggesting ethnocentrism alters purchase intentions.