ABSTRACT
This chapter addresses the question: how might consumers’ diverse personal values influence country-of-origin effects? An analysis of Chinese home appliances from the perspective of Brazilian executives shows that personal values represent a multidimensional construct, such that each dimension has a different influence on the evaluation of foreign products.
In this chapter we aim to understand the country-of-origin effect; understand what personal values are and why they are important in defining people’s behaviour; and learn about the relationship between values and the country-of-origin effect on the basis of the results of empirical research.
