In prior studies of the effects of country of origin (COO) and price on consumers' perceptions of quality, the role of need for cognition (NFC) has rarely been considered either empirically or theoretically. In this study a 2 (COO) × 2 (price) × 2 (NFC) design was used to
further clarify the effects of COO and price. We found that NFC moderated the effects of COO and price cues on perceived quality; NFC negatively influenced consumers' perceptions of quality; and the interaction of COO image and price on perceived quality was not significant, but consumers'
NFC moderated the relationship significantly.