Country of Origin and Perceptions of Product Quality: An Individual Difference Perspective

High and low serf-monitors tasted and evaluated a sample of cheese. Some participants were led to believe that the cheese was made in France, whereas others were led to believe that it was made in Kansas. In addition, the taste of the cheese was varied. For some, the cheese was relatively pleasant tasting; for others, it was less so. High self-monitors' evaluations were a function of country of origin. Regardless of its actual taste, high...