“…Gurhan-Canli & Maheswaran, 2000;Kaynak et al, 2000), the evaluation of product attributes (Johnson, Tian, & Lee, 2016), product attitudes (Lee & Ganesh, 1999), the perceptions of purchase risk (Tan & Leong, 1999), the perceived product value (Ahmed et al, 2002), product preferences (Knight & Calantone, 2000), and the purchase intentions (Kim & Pysarchik, 2000). COO effects have been observed with products in general (Kaynak et al, 2000) as well as with specific product categories (Silva, Lazzari, Milan, & Eberle, 2015). A large number of studies reported COO effects both on consumer attitudes and on product evaluations (Peterson & Jolibert, 1995), although these effects are not absolute for all categories of products (Kaynak & Cavusgil, 1983), meaning that a country might rank high in a consumer's mind for one product category and low for another.…”