Quality Cues In Evaluation Of Foreign Products

This conceptual paper examines how geographical stereotypes about South and North in addition to country-specific stereotypes affect consumers’ product evaluations. Based on literature review, we develop a theoretical framework. Similar to country-specific stereotypes, there exist numerous stereotypes about different regions within one country (such as Hollywood in the US) and different groups of countries (such as the European Union). Research has shown that such stereotypes also affect consumers’ perceptions of products manufactured in different regions of a country or the world. In addition, consumers are likely to have some other geographical associations (such as South-North) that might also influence their evaluations of foreign products. The quality perception of imported goods creates advantages and disadvantages for exporting countries. South-North geographical cues may become a strong factor when made salient during product evaluation. To our knowledge no prior research has addressed the potential effects of such geographical cues in enhancing product quality perceptions.