Country of Origin-effect

Written by Guido Jansen in
October 2013

Theory:

We prefer products from stereotypical countries. For example – Germany is typically known for building good cars, whereas the French produce the best wine, the Swiss the best watches, and the Japanese are known for good TV sets.  

Application:

To use this, you first need to know if the country of origin of your product complies with the stereotype or not. If it does comply with the stereotype, you can (subtly) remind customers of this fact or show other stereotypical items of that country. If the product doesn't comply with the stereotype, you might consider not mentioning it (or less prominent) or try to counteract the stereotype by showing other quality products from this country. 

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