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

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).


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.


Annie Peng Cui, West Virginia University, USA
Theresa A. Wajda, Slippery Rock University, USA
Micheal Y. Hu, Kent State University, USA


NA - Advances in Consumer Research Volume 36 | 2009

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