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The book investigates the Country of Origin (CoO) effect on Greek consumers' evaluation of wine. Special attention was paid to the socio-psychological factors behind social identities: consumer ethnocentrism (CE) and animosity. 160 surveys were collected and analyzed through SPSS. The findings of this research can motivate companies, seeking to go internationally, to consider/reconsider the role of sociopsychological factors on the perception of a specific CoO, as well as their effect on foreign product acceptance.