When Borders Matter: Australian Consumers Blaming and Forgiving France

Animosity and forgiveness are studied in the context of country and product images of France as held by Australian consumers. Surveys were conducted in Australia in 1992, 1995, and 2005, i.e., before, at the time of, and ten years after French nuclear testing in the Pacific. There is clear evidence of negative responses of consumers to the French in 1995 and decline in willingness to buy their products, although product evaluations did not change. However, by 2005 views of the France and willingness to buy had more than recovered. Explanations arising from the processes of forgiveness are explored.



Citation:

Louise Heslop and David Cray (2006) ,"When Borders Matter: Australian Consumers Blaming and Forgiving France", 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: 52-59.

Authors

Louise Heslop, Sprott School of Business, Carleton University, Canada
David Cray, Sprott School of Business, Carleton University, Canada



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006



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