Through extensive research this book provides a timely look into country of origin effects. The study combines an empirical approach with a thorough analysis of cultural and social aspects and analyzes consumer attitudes, risk assumptions, and in-group versus out-group rationales that can influence success in today’s Japanese retail market. The research also focuses on how Japanese retail banking customers use country of origin information revealing new findings that challenge traditionally held beliefs and can help firms use origin cues as a comparative advantage to achieve greater success.