Effect of north, south, east, west on the attractiveness of products and services: extension of country of origin to cardinal directions

Country of origin (COO) literally refers to “country” but also signifies states and regions, as in “Designed in California” and “Made in Asia,” respectively. Several studies have examined the effect of COO on consumer choices, but none have discussed the effects of the cardinal directions. This study bridged that gap. Randomized controlled trials verified the effect of the four cardinal directions on the attractiveness of products/services in Japan. To derive generalized results independent of any specific industry, this study focused on four diverse industries/product categories: apartment, trip/travel, cheese, and water. Attractiveness was highest when a southern COO was provided and lowest with the north, and the Chi-square test showed a significant difference only in the north and south. In terms of gender, the south effect was more pronounced for women. Although some countries are disadvantageous for COO, it is possible that many countries could benefit from the declaration of direction.