According to a joint study with Pragya Mathur (Baruch College, City University of New York) and Durairaj Maheswaran (New York University) published in the Journal of Consumer Research, SMU Assistant Professor of Marketing Cathy Chen found that consumers won't judge a country's products by its reputation if the products are well-made. The authors questioned the assumption that positive feelings toward a country should lead consumers to like all products from that country, while negative feelings should lead to the opposite.