An empirical investigation of consumer perceptions of “made in USA” claims Available to Purchase

A sample of 400 consumers in a mall intercept copy test were shown one of four print advertisements for two consumer products (one complex,one simple). Two of the advertisements included “made in USA” claims, while the other two advertisements were identical but did not include any country of origin claim. The findings show that, on an unaided basis, made in USA claims are rarely noted, and that the symbol is more closely associated with nationalistic or“country‐related” issues (patriotism, economy/jobs) rather than product‐related issues such as quality. Furthermore, when consumers see the phrase “made in USA” they associate it with both parts and labour, rather than parts or labour alone. Finally, when respondents see the phrase, over half believe that it implies having 100 per cent American parts and labour.