Consumer evaluations of products from developing countries

Consumers use country of origin as a signal or proxy for product quality. Consumers have little confidence in the ability of less developed countries to produce high quality goods. On the other hand emotionally attachment to a country or associations of "exoticness" or "authenticity" can lead to a positive evaluation of this country's products. Furthermore consumers may feel a moral obligation to buy goods from specific countries. The impact of these cognitive, affective and normative factors that may influence consumers' evaluation of products from less developed countries is discussed