The Consumer Amity Influence on Foreign Product Purchase in the U.S.

This paper investigates the concept of consumer amity towards foreign countries and its effects on consumer behavior, namely on product judgments and willingness to buy. A differential test of the model is conducted with British, Canadian, and Japanese products in the U.S. city of Boston, MA. In parallel with product-country image, consumer amity is found to significantly and positively influence consumers’ willingness to buy products from countries they feel high levels of amity towards, but not their judgments towards said product. Implications for managers and researchers are discussed.

Citation:

Jean-Francois Ouellet (2006) ,"The Consumer Amity Influence on Foreign Product Purchase in the U.S.", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 50-51.