Are country-of-origin stereotypes weaker among younger Chinese generations?

With extensive globalization, the effect of country-of-origin (COO) stereotypes has been continuously questioned by many scholars; a key dispute is whether younger generations still hold COO stereotypes.

Introduction

Since Schooler's (1965) pioneering study on the effect of country-of-origin (COO) stereotype, extensive research on this topic has been published (Bhuian, 1997; Chu, Chang, Chen, & Wang, 2010; Klein, 2002; Samiee, 2011; Saran & Gu

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