Is Consumer Animosity a Two-Way Street? a Story of Three Countries

Annie Peng Cui, West Virginia University, USA
Theresa A. Wajda, Slippery Rock University, USA
Micheal Y. Hu, Kent State University, USA
Much research has been done examining why consumers buy certain products; less attention has been devoted to investigations on why consumers avoid certain purchases. A recent stream of studies on consumer animosity focuses on what makes consumers shun products from foreign countries in spite of high product quality. These studies examined consumer animosity as a one-directional construct in a single-country setting. The present study represents a first inquiry into the reciprocal nature of consumer animosity, as well as its impact on consumers’ willingness to purchase foreign products in a cross-country setting (i.e., the U.S., China and Japan).
[ to cite ]:
Annie Peng Cui, Theresa A. Wajda, and Micheal Y. Hu (2009) ,"Is Consumer Animosity a Two-Way Street? a Story of Three Countries", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 853-853.