This article presents the results of a survey of 195 Philippines and 250 French Canadian male consumers in which the perceptions of thirteen countries of origin (COO) were measured in multi-attitude/dimensional context. The study was carried out in order to broaden the conceptual underpinnings of COO effects that have so far been derived mainly from Western studies by providing evidence of the moderating effect of nationality. In comparison with the French Canadians, Philippine respondents were more favorable towards products made in highly industrialized nations and products designed in East Asian countries. They also showed a greater home-county bias than their counterparts and were much more familiar with products made in ASEAN countries. In general, Canadian products were perceived to be better performing of higher quality, more original, and more expensive than Philippine products. In evaluating products, the brand name and the country where the parts originated from were more important portent of Philippine consumers, whereas country of design, country of assembly, and warranty were more important to French Canadians. Younger and less affluent French Canadians were more favorable towards ASEAN products whereas educated French Canadians were more favorable towards products made in highly industrialized countries. While the most important predictor of country perceptions in the French Canadian sample was involvement with automobiles, in the Philippine sample it was involvement with VCR.