L’effetto del Country-of-Design e del Country-of-Manufacture sulla valutazione di prodotto: un’analisi sperimentale sul consumatore italiano

The paper aims at investigating the Country of Origin effect adopting a multiple-cue perspective. In particular we consider Country of Manufacture and Country of Design, involving countries as Italy and China. These cues are manipulated in a 2X2 experimental setting. The study is based on a 500 Italian consumers research, asked about a sofa production. Results highlight the main role of Country of Manufacture on product overall judgement and on willingness to buy. Moreover an interesting interaction between Country of Manufacture and Country of Design is discussed.