Country-Of-Origin Can Modify Actual Product Performance

Results from three experiments indicate that the efficacy of products carrying reputable country-of-origin labels were better than the efficacy of the same products when carrying less reputable country-of-origin labels; titanium frames were lighter, sunglasses helped see better when facing glaring light and ear-muffs enabled better hearing despite strong background noise.


Moty Amar, Dan Ariely, Ziv Carmon, Maya Bar-Hillel, and Chezy Ofir (2013) ,"Country-Of-Origin Can Modify Actual Product Performance", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 306-307.


Moty Amar, OAC, Israel
Dan Ariely, Duke University, USA
Ziv Carmon, INSEAD, Singapore
Maya Bar-Hillel, The Hebrew University, Israel
Chezy Ofir, The Hebrew University, Israel


E - European Advances in Consumer Research Volume 10 | 2013

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