Cars from Germany, Wine from Paris, hockey players from Canada, we have positive expectations of certain products from particular countries. However, what happens when those expectations are violated? For example, do we expect France to produce discount wines? Not really but the do, they actually produce all kinds of wines. However, when those expectations are violated we may draw negative inferences about the product. Negative as in, it’s a fake! I conducted a couple of studies over the past few years to find out what happens when people encounter low cost goods from countries that they think very positively about. The results show a positive country of origin can be a bad t hing..