Numerous studies have demonstrated negative US consumer bias towards products originating in foreign countries, especially developing countries. Replicates and extends a study of origin bias in which products were identified as originating in regions rather than specific countries. Identical US‐made products were represented to subjects as being from Africa, Latin America, Asia, or Western Europe. Contrary to earlier findings, Asian‐labelled products were evaluated more favourably than those from other regions and older subjects rated these “non‐US” products more favourably than college‐age subjects. Discusses the potential for using regional labelling to overcome negative biases against developing country products.
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