Do “Locally Made” Products Affect Price Perceptions? Not Always

Rajneesh Suri, Drexel University, USA
Mrugank Thakor, Concordia University, Canada
Umit Koc, Drexel University, USA
Little research has examined the effects of ‘locally made’ appeals on price perceptions. Based on cue-consistency and information integration theory, we find in two studies that motivated participants have higher willingness to pay, when the target is locally made rather than ‘USA made’, and also perceive a ‘locally made’ target to be less expensive under certain conditions.
[ to cite ]:
Rajneesh Suri, Mrugank Thakor, and Umit Koc (2011) ,"Do “Locally Made” Products Affect Price Perceptions? Not Always", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.