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Abstract

Over the last ten years, a large number of country-of-origin studies have been conducted as a result of new country-of-origin legislation in the United States and European Union. Many literature reviews in recent studies make observation and predictions based on this literature. This meta-analysis uses 13 country-of-origin studies with 27 consumer willingness-to-pay estimates to determine significant trends in the country-of-origin literature. Findings indicate consumers' value of country-of-origin depends on the number of other credence attributes included in product descriptions and the location of the consumer.

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