Does the country of origin still influence consumer choices? This study reveals that a product's country of origin remains a critical factor in consumer preference across diverse global markets. Using conjoint analysis in the United States, Canada, Germany, and the Netherlands, the research demonstrates that consumers consistently prioritize the country of origin when evaluating products. This is often as important as, or even more important than, brand name or price. Focusing on **marketing** and **international business**, the findings emphasize the enduring impact of national image on product perception. The research showed that products from developed countries are favored over those from developing nations, showing that companies need to take into account the country-of-origin effect when marketing their products internationally. The implications for international marketing strategies are significant, underscoring the need for businesses to carefully consider and leverage the *"made in"* label to enhance product appeal and competitiveness. Future research could explore how perceptions of country of origin evolve alongside global economic shifts and changing consumer values, furthering our understanding of global consumption trends.
Published in the _European Journal of Marketing_, this paper aligns with the journal's focus on understanding consumer behavior in the global marketplace. By examining the significance of the 'country of origin' effect, it builds upon existing research in international marketing and offers insights relevant to businesses operating across borders. The study's findings contribute to the journal's broader exploration of strategic marketing practices.