Country‐of‐origin effects on product quality judgments: An information integration perspective

Functional measurement methodology is used to examine the simultaneous effects of country‐of‐manufacture and price information on judgments about product quality and overall product evaluation The results suggest that a simple (constant weight) averaging model adequately accounts for the cognitive algebra used by consumers to integrate country image and price cues Also, the derived scale values for country image and price suggest that these variables produce roughly equivalent (and strong) effects on product Judgments Implications of these results for future research on country‐of‐origin effects are discussed.