Abstract
This study explores the role of consumer involvement and product attribute information as possible moderators to the effects of country of origin on product evaluations. In spite of the agreement among researchers that consumers’ evaluations of foreign products are influenced by the country of origin, there have been mixed conclusions as to how the country of origin cue is used to form consumer’s perceptions and evaluations. Major questions about the way consumers acquire, process and use the country of origin cue have been raised. For example, it has not yet been clear to researchers the process by which country of origin information influences evaluations and why this process holds in certain cases and not in others.