Why Does Animosity Negatively Affect Product Attitudes? Considering the Role of Anticipated Future Regret

Ahmad Daryanto, Lancaster University, UK
Laura Salciuviene, Lancaster University, UK
Chihling Liu, Lancaster University, UK
Although negative effects of animosity on consumer attitudes have been acknowledged, little has been achieved in explaining why those effects occur. This study is the first to consider the role of regret in explaining the negative effect of animosity on foreign product attitudes.
[ to cite ]:
Ahmad Daryanto, Laura Salciuviene, and Chihling Liu (2015) ,"Why Does Animosity Negatively Affect Product Attitudes? Considering the Role of Anticipated Future Regret ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 783-783.