The continuous evolution of technology and the increased level of globalization have led many companies to reconsider what affects consumers' decisions and to delve into the reasons hidden behind each choice. One characteristic that differentiates consumers and affects their choices and decision is their cultural beliefs. As such, the existence of different cultural backgrounds has created multiple obstacles for the marketers throughout the years. Consumer Ethnocentrism, Country-of-Origin Effect and Self-Reference Criterion are three of the most crucial issues that arise when you have to deal with people living in different countries. All these phenomena affect in an unprecedented manner the way people view domestic and foreign products as well as how they choose and decide what products to buy. By examining these issues, marketers can turn their side effects into strengths in order to be competitive and successful. The goal of this book is to examine these issues on a country level (Scotland), to realize and understand how people in a country feel towards their products and foreign-made ones and to uncover ways of minimizing the effects of these phenomena so as to increase sales.