Demystifying Cultural Differences in Country-of-Origin Effects: Exploring the Moderating Roles of Product Type, Consumption Context, and Involvement

This article explains mixed findings about the differences in country-of-origin effects for different product categories and cultures by hypothesizing interactions among three product characteristics and six personal cultural orientations. Using a Web-based study with 1,568 consumers in four countries (China, India, UK, and U.S.), it shows that product type (hedonic vs. utilitarian) moderates the influence of individualism/collectivism and long-versus short- term orientation; consumption context (private vs. public) moderates the influence of power distance and masculinity/femininity; and product involvement moderates the influence of uncertainty avoidance on product evaluations and behavioral intentions.