Consumers' knowledge of a product's country of origin is widely regarded as an important influence on their choice behaviour (e.g. Bilkey and Nes, 1982). Substantial country-of-origin (CO) research has shown a tendency for consumers to prefer their own country's products (Hong and Wyer, 1989). For example, over two-thirds of Spanish and British subjects preferred domesticmade products to comparable foreign-made products (Peris et al., 1993). In another study, French and West German consumers exhibited nationalistic sentiments as they rated their own country's products higher than those from Japan (Papadopoulos et al., 1990).The tendency for consumers to prefer domestic to foreign goods has been labelled as consumer nationalism in the CO literature. Nationalistic consumers perceive that purchasing imported products is wrong because it hurts the domestic economy, causes loss of jobs and is unpatriotic. In studying such consumers, Shimp and Sharma (1987) found that consumer nationalism is negatively correlated with purchase of foreign products. Highly nationalistic consumers were inclined to emphasize the positive aspects of domestic products and to discount the virtues of foreign-made items.However, not all products in the marketplace are produced domestically, nor are all consumers nationalists. In most nations, consumers confront many purchase alternatives from which to choose (Netemeyer et al., 1991). Moreover, with growing immigration, the proliferation of adopted foreign children into many societies, the increase in multinational marriages, and the constant transformation of our world by technologies that render distances irrelevant, a new culture is being created daily within many countries (Weiner, 1994). This hybrid culture (e.g. substantial groups within Canadian or Swiss cultures) becomes increasingly appreciative of world sharing and common welfare and shows empathy and understanding towards other societies, which Sampson and Smith (1957) label as "worldmindedness".