What question did this study set out to answer?

The aim is to explore how cultural orientation affects perceptions of products based on their country of origin.

Cultural Variations in Country of Origin Effects

View Full Paper

Ask AI

Bookmark

Authors

Randomized trial examines cultural influences on product evaluation in Japan and the U.S., highlighting marketing implications.

The aim is to explore how cultural orientation affects perceptions of products based on their country of origin.
Subjects evaluated a mountain bike made in Japan or the U.S. after receiving product information.
Respondents assessed the product based on whether it was deemed superior or inferior to competition.
Comparative analysis was conducted between evaluations from participants in Japan and the U.S.
Japanese respondents favored native products regardless of product superiority.
U.S. respondents preferred native products only when deemed superior to competition.
Cultural psychological principles of individualism and collectivism influenced these evaluations.

Gürhan‐Canlı et al. (2000) studied this question.

View Full Paper

Ask AI

Bookmark