Abstract
This study investigates the role of enduring involvement with a product category in consumers' evaluation of foreign made products. Consumers tend to embrace certain ideas and stereotypes of foreign countries as producers of goods and services and then use these ideas to evaluate the qualities of these products. Building on prior literature and using the involvement-commitment model and the elaboration likelihood model, we propose that the level of consumers' involvement with a particular product category moderates the relationship between country of origin and perceptions of quality of foreign products. Results supported this proposition and suggested that highly involved individuals base their foreign product evaluation on the desirability of product attribute information despite the country of origin while individuals with lower product category involvement have a higher propensity to use the country of origin cue as the basis for evaluative judgment despite the product attribute information.