Differences in attitude formation resulting from COO(country-of-origin) advertising between collectivist and individualist cultures are experimentally investigated. Specifically, the research examines under what circumstances attitudes toward COO advertising change, and under what circumstances attitudes toward a country's procuts change. Group members behavior and individuals' personality levels of allocentricity and idiocentricity are examined. Cultural identification along with allocentricity and idiocentricity levels allow us to delineate culturally congruent and culturally deviant groups. This will further enable us to study how social inconsistency and conflict influences the level of cognitive processing elicited by local and foreign sponsored COO advertising.