Research on Country-Of-Origin (COO) effects has repeatedly shown that exposure to the COO of a product may influence consumers’ attitude towards it (see for instance Pharr, 2005). Therefore, companies frequently leverage on this finding by highlighting the product origin whenever it may be perceived as favorable. The purpose of this research is to investigate the role played by country stereotypes in the way COO information influences product evaluations, by specifically integrating Country-Related-Product (CRP) associations and Country-Related-Affect (CRA).