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Anchor effects on country-of-origin perceptions in product evaluation

Authors Albaum, Gerald
Liu, Raymond
Issue Date 1994-05-01
Summary 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.
Language English
Format Working paper
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