Friend Or Foe? a Long-Term Multi-Country Perspective on Consumer Animosity

The Brexit or the US-Chinese trade conflict mark the resurgence of deglobalization and consumer animosity. Based on existing data from six countries from 2010 this study lays the foundation to examine, whether animosity context changes result in altered individual consumption behaviors and hence evaluate the scope of animosity for practitioners.


Tinka Krüger, Robert Mai, Wassili Lasarov, and Stefan Hoffmann (2020) ,"Friend Or Foe? a Long-Term Multi-Country Perspective on Consumer Animosity", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1198-1198.


Tinka Krüger, Kiel University
Robert Mai, Grenoble Ecole de Management, France
Wassili Lasarov, Kiel University
Stefan Hoffmann, Kiel University


NA - Advances in Consumer Research Volume 48 | 2020

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