This project focuses on three distinct kinds of stereotypes that are expected to influence consumer behavior, involving beliefs about the characteristics of (a) typical users of a certain brand (brand user stereotype), (b) different countries and their people (country-of-origin stereotype), and (c) different brands (brand stereotype). As the usefulness of stereotypes as explanatory constructs in consumer behavior is clearly dependent on their ability to boost perceptions of consumer value and/or mitigate perceived risk, this is one important issue examined in the project. Moreover, the extent to which the interplay between multiple consumer stereotypes is characterized by cross-national stability (or otherwise) will also be also assessed.