Does Negative American Sentiment Affect Consumption Choices?
Negative sentiment towards the U.S., or anti-Americanism, is prevalent in today’s world. Given the domination of U.S. products in movie markets worldwide and the important role of movies in the preservation and promotion of local cultures, this research focuses on the relationship between anti-American sentiment and movie consumption. Cross-sectional survey data of movie consumption collected in France during the political and diplomatic row over the Iraq war support the proposition that animosity toward the U.S. significantly affects American movie consumption. Implications for global U.S. businesses are addressed.
Dale Russell (2007) ,"Does Negative American Sentiment Affect Consumption Choices?", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 266-267.
Dale Russell, Auckland University of Technology, New Zealand
E - European Advances in Consumer Research Volume 8 | 2007
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