The effects of perceived technological incongruence on perceptions of fit between countries, products, and attributes

When products are associated with specific countries, the associated countries influence consumers' product evaluations. One potential moderator of these country effects is the perceived fit between the product, the country, and any differentiating attributes. This paper presents evidence that perceived incongruence between product or attribute technologies and country capabilities influences perceived fit. Perceived fit between products and attributes was found to benefit from technological congruence. Perceived fit between countries and products or attributes was found to asymmetrically favor higher technology capability countries regardless of the level of technological incongruence.