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Globalization has brought numerous changes in products marketing and consumption. Nowadays consumers are able to select from a wider range of foreign and local products. For this reason, businessmen and governments need to know the impact of country-of-origin in consumer preferences and try to encourage the local consumption. This work addresses a variation of the country-of-origin topic that is known in Mexico as "malinchismo" (preference for foreign products over domestics). With the objective of determining the influence of malinchismo on Mexican consumers, this research explores...