“…Our results for single‐country products also contribute to a larger body of work that finds that domestic consumers participating in choice experiments have a higher WTP for domestic versus foreign sourced food products (e.g., Chung et al., ; Ehmke et al., ; Gao and Schroeder, ; Loureiro and Umberger, , ; Umberger et al., ; Verlegh and Steenkamp, ). We note that studies relying upon store purchase data for products that undergo COOL changes during the time of data collection reveal that COOL has little effect on consumer demand (e.g., Kuchler et al., for shrimp; Taylor and Tonsor, for beef, pork, chicken, and turkey).…”