Schematic Information Processing of Country of Origin Cues in Catalogs

The purpose of this study was to analyze the schematic interactions between clothing country of origin cues in catalogs in relation to quality and price images. Findings from interviews with 300 consumers suggest for price images, subjects were likely to use an "averaging" process when combining country of origin and catalog information cues. However, for quality images, an averaging process was less likely to take place and an anchoring effect in favor of lower quality image cues was observed. Implications for clothing catalog marketers in terms of quality and price images are addressed.