Given the pervasiveness of multilanguage product descriptions on product packaging, we introduce and test the concept of country-of-targeting (COT) effect. We suggest that after controlling for the country-of-origin effect, the effect of perceived COT will affect product evaluations. . Two studies were designed to examine the COT effect. In the first study, perceptions about country-of-origin and the country-of-targeting were measured. In the second study, the country-of-origin will be held constant and the country-of-targeting will be manipulated. The results of Study 1 show support for the COT effect.