Country-of-origin effects on consumers' willingness to buy foreign products : an experiment in consumer decision making

In this study, an experiment was employed to investigate the effect of foreign products' countries of origin on consumers' buying intentions. By using tangible products and providing different levels of information, this effect was tested in the participants' decision making processes. The 'made- in' effect was found to be significant in a multiple-attribute scenario. Also, the size of the country-of-origin effect was examined through price manipulations. In addition, the difference between consumers' responses to price changes in different products from a less-developed country was investigated through elasticity computations. The durable good from the country was found to be less own-price elastic than was the non-durable good from the same country.