The Effect of Country-Of-Origin on Product Efficacy

Results from three experiments indicate that the perceived 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 perceived as lighter, sunglasses helped see better when facing glaring light, and ear-muffs enabled better hearing despite strong background noise.


Moty Amar (2018) ,"The Effect of Country-Of-Origin on Product Efficacy ", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 78-78.


Moty Amar, Ono Academic College, Israel


AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018

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