Could consumers stop buying products from countries even when the product quality is very good? Drawing from his research, Professor Durairaj Maheswaran explains that consumers have emotional associations with a country. Thus, negative and positive consumer emotions about countries could influence purchases regardless of product quality. Watch Prof. Maheswaran discuss country of origin effects and nation-equity.
Professor Durairaj Maheswaran is Paganelli Bull Professor of Marketing at New York University Stern School of Business.