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Title: Anchor effects on country-of-origin perceptions in product evaluation
Authors: Albaum, Gerald
Liu, Raymond
Keywords: Consumer's preferences
Brand choice
Brand name products
Comparative advantage
Issue Date: 1-May-1994
Series/Report no.: Marketing Working Paper Series ; MKTG 94.012
Abstract: The authors are multidimensional scaling techniques to study perceptions of country-of-origin. This technique has not typically been used to study the country-of-origin phenomenon. Samples from two different countries assessed similarities of quality of products from a number of countries. Two-dimension solutions were derived; anchoring effects appeared in the results from both sample groups.
Appears in Collections:MARK Working Papers

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