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This book addresses three related questions to explicate the relationships between media images of made-in-China products and consumer behavior. First, we examine the central themes and symbolic devices that journalists in mainstream U.S. media repeatedly employ to frame issues related to China. Then, we investigate whether, or to what extent, such generic "China-related issue frame packages" are applied to present the many quality crises of made-in-China products in U.S. newspapers. Last, but most relevant to marketers both in the U.S. and in China, we probe via a controlled experiment how much such media presentation affects consumer attitude towards made-in-China products, their intention to purchase, and their causal attribution for the quality issues.