Several studies have shown a relationship between the stage of a country’s economic development and its country of origin effect (Schooler, 1971;Wang and Lamb, 1983;Verlegh and Steenkamp, 1999). American consumers are more receptive to products from developed countries than from developing countries (Chinen et al., 2000).This kind of attitude acts as a barrier against products from developing countries entering more developed, and hence more affluent, maRKets.