Capitalizing on Cod - How the Market Perception of Place Influences Consumers

The Phantom on the Menu: Chatham Cod

The New York Times recent ran an article on the misrepresentation of food items on the menu's of upscale New York restaurants. In question is the origin of where codfish is caught. While menu's adverstise white flakey filets as "Chatham Day Boat Cod," the origin of the fish is likely Gloucester or New Bedford, especially during the months that Cod is not harvested by Chatham's fishing fleet. It is interesting how the idea of aparticular place can affect how consumers percieve the value of a fish. While the fish that is served is fresh, it seems that the public values something about the community of Chatham more than the fish. I'd be surprised if someone could actually tell the difference of what port the fish came through. Do certain characteristics of community make you more or less likely to purchase a particular product, all else being equal?