The Moderating Effects of Country of Assembly, Country of Parts, and Country of Design on Hybrid Product Evaluations

Abstract This study examines the extent to which the country of origin for parts, assembly, and design may moderate country-of-origin effects on attitudes and purchase intentions. The results show that respondents' attitudes are more positive when the product is assembled in the United States if U.S. parts are also used than if Mexican parts are used. Similarly, purchase intention is higher when the product is assembled in the United States and U.S. parts are used than if Mexican parts are used. Televisions and stereos are used as the products in this study. The results lend partial support to the congruity principle. Theoretical and public policy implications are discussed, as are limitations and suggestions for further research.

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