• by February 15, 2008

Gen Y consumers may, in general, claim to be indifferent to a product's origi -- -although I doubt they'd jump at the chance to buy discounted Chinese chocolate or fly Nigerian Airlines to Cancun for spring break -- but this is largely due to the fact that unconscious processes help inform their decision-making.

If they don't care that a Ferrari is made in Italy, it's because they've already internalized the meaning of Ferrari. (And La Dolce Vita is part of that meaning.) If they fly Ryanair, it's because the airline is inexpensive and safe and "European."

What I suggest Yang's research actually shows is indifference to the site of manufacture. Once the brand is established, the brand is the thing -- I don't really care if my Apple Mouse is made in China so long as I believe Steven Jobs approved its design. However, in important attributes brands remain inextricably tied to place. If you don't believe this, buy your lover Russian perfume, or serve at your wedding, a fine New York State "Champagne."