Abstract
In this study, we examine the effect of information diagnosticity and information typicality on foreign product evaluation and country of origin evaluation respectively. We examine these effects under conditions of high vs. low consumer involvement. We argue that the effect of attribute information diagnosticity on foreign product evaluation will be more pronounced under conditions of high involvement than conditions of low involvement. In contrast, we propose that the effect of information typicality on country of origin evaluation will be greater under conditions of low involvement than under high involvement. Two studies were conducted that examined the hypothesized effects. Results show that perceived diagnosticity of the attribute information leads to more favorable foreign product evaluation. This effect was found to be more pronounced when involvement level was high. Furthermore, perceived typicality of the attribute information leads to more favorable country of origin evaluation. This effect was more pronounced when involvement level was low.