The Impact of National Animosity on Consumer Purchases

Abstract

This study examines the validity of the animosity construct in a new social context. Moreover, this study breaks new ground by examining the impact of personal characteristics on the animosity towards products originating in a specific country. For example, what impact would attributes like the educational background of the respondent, his or her age, gender, and knowledge of foreign languages have, in moderating this animosity? The findings of the study show strong support for the animosity construct and the modifying power of personal characteristics.