Research Recaps

Country of Origin, Consumer Sentiments and Willingness to Pay

Key Takeway

Consumers’ latent sentiments of patriotism, nationalism, xenophobia, and “economic patriotism” affect their willingness to pay for imports. In cases of perceived political, economic or cultural conflict with the home country, domestic products can defend by emphasizing country of origin. A “buy local” message works better against imports from friendly countries.

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