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Acting on anger: Cultural value moderators of the effects of consumer animosity

Journal of international business studies, 2021-10, Vol.52 (8), p.1591-1615 [Peer Reviewed Journal]

Academy of International Business 2019 ;Academy of International Business 2019. ;ISSN: 0047-2506 ;EISSN: 1478-6990 ;DOI: 10.1057/s41267-019-00289-7

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Title:
Acting on anger: Cultural value moderators of the effects of consumer animosity
Author: Westjohn, Stanford A ; Magnusson, Peter ; Peng, Yi ; Jung, Hyeyoon
Subjects: Animosity ; Business and Management ; Business education ; Business Strategy/Leadership ; Collectivism ; Consumer behavior ; Consumers ; Cultural differences ; Cultural values ; Experiments ; Hypotheses ; Influence ; International Business ; Judgments ; Management ; Moderators ; Negative affect ; Negative affectivity ; Organization ; Perceptions ; Protectionism ; Willingness
Is Part Of: Journal of international business studies, 2021-10, Vol.52 (8), p.1591-1615
Description: The recent rise in protectionism and demonization of foreign countries has increased the risk of brands falling victim to the negative effects of consumer animosity, or strong negative affect directed at a foreign country. We investigate the role of cultural values as moderating the relationship between consumer animosity and willingness to buy. The combined results of a meta-analysis and six experiments in the US and China offer strong evidence that collectivism and long-term orientation mitigate the negative effects of consumer animosity and support the contention that animosity’s effect on willingness to buy is much stronger than on product judgments.
Publisher: London: Palgrave Macmillan UK
Language: English
Identifier: ISSN: 0047-2506
EISSN: 1478-6990
DOI: 10.1057/s41267-019-00289-7
Source: AUTh Library subscriptions: ProQuest Central

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Acting on anger: Cultural value moderators of the effects of consumer animosity

Academy of International Business 2019 ;Academy of International Business 2019. ;ISSN: 0047-2506 ;EISSN: 1478-6990 ;DOI: 10.1057/s41267-019-00289-7

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