Understanding How American Consumers Formulate Their Attitudes About Foreign Products

Abstract

This paper investigates the foreign product image of American consumers, to determine how these "made in" stereotypes are formed. A mail survey of 359 U.S. respondents from several geographic areas of the United States were analyzed to determine what were the general attitudes of these consumers towards products from specific foreign countries, whether these attitudes were product specific and what demographic factors were associated with these attitudes. This research revealed that a consumer's attitudes about the quality of the automobile produced by a particular country produced a "halo effect" that covered all prodcuts from that country. This findings suggests that a country's efforts to penetrate the U.S. auto market will have far-reaching effects on all prodcuts from that country.

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