Journal of the Academy of Marketing Science

, Volume 19, Issue 2, pp 123–128 | Cite as

Competitive context and price as moderators of country of origin preferences

  • Victor V. Cordell


In a lab experiment setting, subjects exercised product choices in which country of origin and other variables were manipulated. Findings suggest that consumers are more wary of products from less developed countries when the financial risk is higher and when they are seeking a product with superior tangible attributes. However, within a given product class, manipulating price did not produce interaction effects with country of origin.


Financial Risk Foreign Product Product Class Origin Effect International Business Study 
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Copyright information

© Academy of Marketing Science 1991

Authors and Affiliations

  • Victor V. Cordell
    • 1
  1. 1.George Mason UniversityFairfaxUSA

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